Why do some ideas thrive while others fade into obscurity? Why do myths and urban legends persist despite being disproved? In Made to Stick, bestselling authors Chip and Dan Heath explore the psychology behind why certain messages resonate and stick with us—whether it’s a captivating story, a viral idea, or a persuasive marketing campaign.
Drawing from over a decade of research, the Heath brothers identify six key principles—Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven (SUCCES)—that help ideas become memorable and impactful.
Through fascinating case studies and real-world examples, this book reveals:
How an Australian doctor convinced the medical community he had found the cause of stomach ulcers by drinking a glass full of bacteria.
Why urban legends continue to spread despite being debunked.
How to craft messages that capture attention and inspire action.
Whether you're an entrepreneur, educator, or communicator, Made to Stick provides powerful techniques to make your ideas unforgettable and drive meaningful change.