Made to Stick shows us the vital principles of winning ideas—and tells us how we can apply these rules to making our own message.
In the innovation book "Made to Stick", Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring’ hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.
The innovation book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refers to a characteristic that can help make an idea "sticky":
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