Made to Stick – A Must Read!
I’ve recently read ‘Made to Stick,’ by Chip and Dan Heath and in terms of non-fiction, it’s the best book I’ve read in a very long time. In fact, I can’t believe it’s taken me until 2012 to actually do so!
‘Made to Stick,’ is written to unravel the mystery of why some ideas are memorable and why others simply are not. I say ‘mystery.’ It turns out it’s not much of a mystery after all. Chip and Dan Heath have researched it, analysed it, completely nailed it and explained it so simply for the rest of us! The book takes you through what attributes makes an idea ‘sticky’ - SUCCES (simple, unexpected, concrete, credible, emotional, stories).
Getting an idea across is something that people in all sorts of industries have to do. Salesmen, marketers, teachers, writers, customer service execs, politicians, journalists… they all have to get ideas across in one way or another. As someone in Digital Marketing, ‘ideas’ are critical for me. Whether it’s communicating a plan effectively or whether it’s producing copy or social media content for a client’s products or services. Making an idea stick is absolutely essential.
My copy is somewhat dog eared now, with post its dotted throughout it noting key points I want to revisit. It’s been a really long time since I’ve felt the need to make notes on a read as I go through it! But this was worth the post its!
I won’t spoil the book. But you should go buy it. A really inspiring read for anyone who ever needs to communicate an idea.