Additionally, all chapters feature an interactive section called the “Idea Clinic” that provides a specific scenario designed to encourage readers to apply the knowledge they have learned throughout the chapter. Chapters 5 and 6 explore how appeals to emotion can encourage people to retain an idea and even be moved to action.Įach chapter follows a precise pattern of alternating narrative storytelling and analysis: Chapters always begin with anecdotes that exemplify the chapter’s core message these stories are then analyzed, and their worth is underlined. Chapter 4 underlines the importance of telling a credible story that builds audience trust. Chapter 3 argues for the necessity of using concrete imagery rather than abstract ideas to help people visualize or retain information. Chapter 2 highlights the efficiency of using shock and surprise, and explores various methods of gaining and retaining attention. Chapter 1 explains how to find an idea’s core and why it is important to never lose sight of this essence. Made to Stick is divided into six chapters, each of which explores one fundamental factor that makes ideas stick. This guide references the 2017 Random House edition.Ĭontent Warning: The source material references a case involving the sexual exploitation of children. That is the conundrum tackled by Chip Heath, Professor of Organizational Behavior at the Graduate School of Business at Stanford University, and Dan Heath, consultant at Duke Corporate Education, in Made to Stick, a book inspired by Malcolm Gladwells The Tipping Point. And all but 2 players would, in some way, be competing against their own team members rather than the opponent.Made to Stick enjoyed both commercial success and critical acclaim on publication, making the bestseller lists of the New York Times, the Wall Street Journal, and Business Week. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. He says, 'If, say, a soccer team had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Then, Covey superimposes a very human metaphor over the statistics. * Only 20 percent fully trusted the organization they work for To summarize, here’s our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. * Only 15 percent felt that their organization fully enables them to execute key goals MADE TO STICK Chip and Dan Heath SUCCES Simple Unexpected Concrete Contextual Emotional Stories Step-by-directions, how to achieve stickiness Those are the six principles of successful ideas. * Only one in five said they had a clear 'line of sight' between their tasks and their team's and organization's goals * Only one in five was enthusiastic about their team's and their organization's goals * Only 37 percent said they have a clear understanding of what their organization is trying to achieve and why “Stephen Covey, in his book The 8th Habit, decribes a poll of 23,000 employees drawn from a number of companies and industries.

Made to Stick by Chip Heath