Made to Stick
Why Some Ideas Survive and Others Die
Sticky ideas are simple, unexpected, concrete, credible, emotional, and storied.
The Heath brothers analyze why certain ideas, from urban legends to public health campaigns, stick in our minds while others fade. They distill stickiness into six principles captured by the SUCCESs acronym: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Each principle is illustrated with memorable cases and practical techniques.
Founders must make their pitch, their mission, and their product instantly memorable to investors, hires, and customers. This book is a practical toolkit for crafting messages that survive being retold and don't get forgotten the moment you leave the room.
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