Made to Stick: Why Some Ideas Survive and Others Die - Book Summary

1. Simple: The book explains how to simplify complex ideas and make them easy to understand. The authors argue that simplifying an idea doesn't mean dumbing it down, it means focusing on the core of the message and eliminating unnecessary details. By simplifying an idea, it becomes more accessible to a wider audience.

"Simplicity is not the goal. It is the by-product of a good idea and modest expectations."

Examples: The "CARE" package is a simple yet powerful idea that enables people to donate money to international aid organizations. Another example is the "Golden Circle" framework that Simon Sinek introduced in his book "Start with Why", which helps to simplify the message to explain why an organization exists, how it does what it does, and what it does.

How can we apply this in our life:

• Identify the core of your message.
• Eliminate unnecessary details.
• Use concrete language and examples.
• Use analogies and metaphors that help to explain the concept better.

2. Unexpected: The book explains how to make ideas surprising and capture people's attention. By making an idea unexpected, it makes it more interesting and engaging, and people are more likely to pay attention. The authors argue that to be truly unexpected, an idea needs to break patterns and create curiosity gaps. 

"People don't pay attention to boring things."

Example: The "Ice Bucket Challenge" campaign was unexpected and captured people's attention, raising awareness and funds for ALS research. Another example is the "Old Spice" campaign which was unexpected and created a lot of buzz and engagement. 

How can we apply this in our life: 

• Create curiosity gaps.
• Break patterns.
• Use surprise and suspense.
• Use humor and sarcasm to create unexpectedness.

3. Concrete: The book explains how to make ideas concrete and easy to remember. By making an idea concrete, it becomes more tangible and easier to visualize, and as a result, people are more likely to remember it. The authors argue that people understand and remember concrete information better than abstract information. 

"People understand and remember concrete information better than abstract information."

Example: The "5-second rule" for dropped food is a concrete idea that helps people remember when food is safe to eat. Another example is the "McDonald's" golden arches, which are a concrete and recognizable symbol of the brand. 

How can we apply this in our life: 

• Use specific and concrete details.
• Use analogies and metaphors.
• Use sensory language.
• Use data visualization and infographics to make information more concrete.

4. Credible: The book explains how to make ideas credible and believable. By making an idea credible, it becomes more trustworthy and people are more likely to believe it. The authors argue that credibility is the foundation of all persuasive communication. 

"Credibility is the foundation of all persuasive communication."

Example: The "This is your brain on drugs" campaign used a credible and convincing egg-in-a-pan analogy to discourage drug use. Another example is the "Fedex" campaign that used real-life examples of their delivery services to make the brand more credible. 

How can we apply this in our life: 

• Use evidence and facts.
• Use experts and testimonials.
• Use statistics and data visualization.
• Use endorsements and certifications to build credibility.

5. Emotional: The book explains how to make ideas emotional and appealing to people's values. By making an idea emotional, it becomes more meaningful and people are more likely to care about it. The authors argue that emotions are the invisible force that shapes our decisions. 

"Emotions are the invisible force that shapes our decisions."

Example: The "Keep America Beautiful" campaign used emotional appeals to motivate people to take action against litter and pollution. Another example is the "Nike" "Just Do It" campaign that used emotional appeals to create a sense of determination and motivation. 

How can we apply this in our life: 

• Use emotional appeals to create urgency.
• Use storytelling to create empathy.
• Use emotional language to create resonance.

6. Story: The book explains how to use stories to make ideas stick.

"Stories are a way to make our ideas stick in people's minds."

Example: The book explains how to use stories to make ideas stick. By using a story, an idea becomes more meaningful and memorable. The authors argue that stories are a way to make ideas stick in people's minds. 

How can we apply this in our life: 

• Use storytelling to create meaning.
• Use storytelling to create a shared identity.
• Use storytelling to create a call to action.
• Use a clear structure and characters in storytelling.

These six sections provide important insights and practical advice for making ideas stick and be memorable for the audience. By understanding and applying these principles, you can create ideas that are more likely to be remembered, shared, and acted upon. It's important to note that one principle is not better than the other, they all work together to make an idea stick.

Let's say you were working on an ad for Social Media or TV.  

How can you use these principles to improve the quality of your message?

Here are some questions you can ask yourself to help you apply these principles:

1. Simple:

• What is the core message I want to communicate?
• What details can I eliminate to simplify my message?
• How can I use concrete language and examples to make my message more accessible?

2. Unexpected:

• How can I break patterns and create curiosity gaps to make my message more interesting?
• What surprises can I use to capture people's attention?
• How can I use suspense to make my message more engaging?

3. Concrete:

• What specific and concrete details can I use to make my message more tangible?
• How can I use analogies and metaphors to make my message more relatable?
• How can I use sensory language to create imagery in my message?

4. Credible:

• What evidence and facts can I use to support my message?
• How can I use experts and testimonials to add credibility to my message?
• How can I use statistics and data visualization to make my message more persuasive?

5. Emotional:

• How can I create urgency in my message?
• How can I use storytelling to create empathy?
• How can I use emotional language to create resonance?
• How can I use imagery and symbolism to create an emotional impact?

6. Story:

• How can I use storytelling to create meaning in my message?
• How can I use storytelling to create a shared identity with my audience?
• How can I use storytelling to create a call to action?