Sunday, February 3, 2008
Made To Stick: Why Some Ideas Survive and Others Die
I'm really liking this book! Chip and Dan Heath cut new trails with this freshened exploration of the communication process. Their work is well-researched, interesting, and immediately applicable. The authors use the SUCCESs acronym as the basic outline of their book. Each chapter unpacks the 6 main methods we can use to make ideas stick: Simple, Unexpected, Concrete, Credible, Emotional, Stories. These methods will work with almost any form of communication; advertising, public speaking, writing, sales presentations, vision casting, etc.
Because Made To Stick has a simple outline, don't be fooled into thinking that it is simplistic. There is a lot to ponder here. This text will become another reference work that I'll need to return to again and again in order to sharpen my skills.