Made to Stick Review

Have you ever needed to make a memorable point? If you answered no then you must live by yourself, work in a job with no interaction with people, don’t have kids and aren’t married. For the rest of us every day we’re faced with making a point, asking for someone to do something, convincing someone of your position and so on. Some people do it better than others. A lot better. Why? What makes some people so effective while the rest of us struggle?

Chip and Dan Heath have studied this question and concluded that all of us can craft messages that “stick” by applying several principles which are explained in Made to Stick: Why Some Ideas Survive and Others Die.) Being true to their own advice even their book cover is catchy: it has what appears to be duct tape across the front.)

Their formula for success is SUCCES.

S: Simple. Find your core idea and make it compact.

U: Unexpected. Find something unexpected about your core idea and communicate it in a way that keeps your audience guessing. You do this by focusing on what questions you want your audience to ask.

C: Concrete. Make it easy to understand by translating jargon into laymen’s terms. Too many times we slip into using our profession’s jargon and think everyone else understands our lingo.

E: Emotional. Your audience is constantly asking, “What’s in it for me?” Keep this in mind or you’ll lose them!

S: Stories. When possible wrap your message in a story.

This last feature - how to tell stories - has become a cottage industry. But this approach recognizes that we become more involved and receptive when listening to a story as opposed to a dry lecture or a litany of facts. (See The Secret Language of Leadership by Stephen Denning.)

The Heaths provide many examples and stories to support their principles. In the interest of keeping this entry short I have only reported the key points (in a fashion typical for an engineer).

Coming from an engineering background where the currency of the field is facts, facts and even more facts, I’ve come to appreciate the effectiveness of appropriately packaging and presenting these facts to improve how they’re received. The Heath’s advice is sticking with me.