Made to Stick

By Chip Heath, Dan Heath

Categories: Business & Money

Brothers Chip and Dan Heath ask why some ideas stick in people's minds while others are quickly forgotten. Published in 2007, Made to Stick builds on the idea of stickiness popularized by Malcolm Gladwell's The Tipping Point. Drawing on urban legends, marketing campaigns and case studies, they identify six traits of memorable ideas: simplicity, unexpectedness, concreteness, credibility, emotions and stories. Each chapter ends with a clinic that applies its principle to a real message, making the book a practical guide for anyone who needs to be understood.

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• Brian Armstrong: “How to make your message memorable so it will spread.”
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• Shane Parrish: “Made to Stick: Why Some Ideas Survive and Others Die, by Chip and Dan Heath.”