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Publisher's Summary

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas (business people, teachers, politicians, journalists, and others) struggle to make their ideas "stick".

Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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".

In this indispensable guide, we discover that sticky messages of all kinds (from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship, to a new-product vision at Sony) draw their power from the same six traits.

Made to Stick is a book that will transform the way you communicate ideas. It includes a fast-paced tour of success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass full of bacteria to prove a point about stomach ulcers, the charities who make use of "the Mother Teresa Effect", and the elementary school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas and tells us how we can apply these rules to making our own messages stick.

©2006 Chip Heath and Dan Heath (P)2007 Random House, Inc.

Critic Reviews

"An entertaining, practical guide to effective communication. Fun...and solidly researched." (Publishers Weekly)

What members say

Average Customer Ratings

Overall

  • 4.3 out of 5.0
  • 5 Stars
    2,385
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    57

Performance

  • 4.4 out of 5.0
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    279
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Story

  • 4.4 out of 5.0
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Sort by:
  • Overall
  • Lee
  • Springfield, TN, USA
  • 09-27-07

Where did I Stick it?

The concepts of the book are very good. The concepts would be helpful to anyone that has to present information/ideas to others. There are lots of examples of what works and what doesn't. I get so caught up in the telling of the examples, that I forgot the point that was trying to be made. At one point, I wondered if the authors followed their teaching while writing the book. I still got a lot out of the book and I'll listen/read this book again.

Overall, I'm very pleased with this book and would recommend it to anyone. This audio book had good contents and good presentation.

5 of 7 people found this review helpful

  • Overall

A Must-Read

One of the best business books I have read in the past 20 years. Made to Stick not only breaks down the secrets of how to get your customer's attention, it also shows you how to apply those secrets to your own business.

1 of 1 people found this review helpful

  • Overall
  • Matthew
  • Stanhope, NJ, USA
  • 04-05-07

Fantastic and Applicable!

I'm currently working on bringing a new and innovative product to market. I've been doing this for many, many years and sometimes I too get lost in my own curse of knowledge. Before reading this book I thought I knew a lot about marketing. After reading this book I realized how much I really did know, but hardly ever applied! Chip and Dan do a fantastic job of breaking down the root of marketing and conveying their ideas to the reader\listener. If you're new to the industry, or a seasoned professionaly, the best part about this book is how it makes you think about what you're saying vs. what you're communicating.

1 of 1 people found this review helpful

  • Overall
  • Mathieu
  • Toronto, Ontario, Canada
  • 03-31-07

Changed the way I look at marketing

Very easy to follow but powerful book that I found very helpful for marketing to students at the college I work at. I gave this book four stars because it literally changed how I approach my work. I didn't give it five because it wasn't life altering.

If you like books that bust open the way you've been thinking about processes for years and force you to look at it in a different way then you'll enjoy this book.

The narrator is very good but there were a few times when I found myself drifting into a daze because I found he was sometimes monotonous.

That being said, everyday I listened to this book I was telling someone about what I had just learned.

3 of 4 people found this review helpful

  • Overall
  • Gloria
  • richmond, VA, USA
  • 03-02-07

A must for sales people

An excellent way to establish the core of your message and how to make that message quick and sticky.

1 of 1 people found this review helpful

  • Overall
  • Drew
  • San Antonio, TX, USA
  • 02-17-07

Made to Stick

This is the first audiobook that I have not completed...I listened (struggled) through the first hour and a half but this is a example of dry material with a boring presentation that I just couldn't bring myself to finish.

28 of 42 people found this review helpful

  • Overall
  • Cheryl
  • Los Angeles, CA, USA
  • 11-22-09

It stuck and I am stuck on it too

I really like this audiobook. It is full of information and examples. The book itself uses the concepts it teaches.

It focuses on a core idea of "SUCCESS", Simple (or Core), Unexpected, Concrete, Credibility, and Stories.

Although the system seems simple it's got a lot of complex examples. I've used some of the concepts to help craft some of my public comments at city hall to get the attention of council members on a very important subject for me. I got positive feedback from some people in the public who liked my statements.

I haven't yet mastered all the concepts but I keep listening to the book over and over again.

Something else I found facinating is the fact that they referenced Malcolm Gladwell's "Tipping Point" and his concept of "sticky stories" (or whatever he called them). I really liked Gladwell's concepts but I was a little bummed he didn't go into how to facilitate the ideas. I'm glad the Brothers Heath covered it in this book.

I like the narrator. His voice is pleasant and he gives good emphasis on the sentences.

I've already recommended this book to others. I think it's a good companion to the "Crucial Conversations", Crucial Confrontations" and "Influencer" series that I love so much.

2 of 3 people found this review helpful

  • Overall

Helpfull for managers

It took a while to get into this book but once I did I found the information very helpfull. I have already changed how I do things and how I motivate others.

2 of 3 people found this review helpful

  • Overall
  • Gary
  • Lake Havasu City, AZ, United States
  • 12-26-07

Made to Stick

Excellent, especially for anyone working in the services or "selling intangibles" business.

2 of 3 people found this review helpful

  • Overall
  • Chin-Fun
  • Bandar Puchong JayaMalaysia
  • 12-20-07

profound idea-good book

most profound book i have listened to over this year! Years of research is compacted into this mind-opening book. If you really want your ideas to stick, buy this book and follow the concept whole heartedly. I like it so much i even got a print copy of it. and that will stay as my guide all thru my working life.

2 of 3 people found this review helpful

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  • Overall
  • Performance
  • Story
  • Mr J Phan
  • 08-31-16

Dry

Is there anything you would change about this book?

The book is very dry. It was difficult for me to stay interested.

What will your next listen be?

More books about psychology.

Who might you have cast as narrator instead of Charles Kahlenberg?

n/a

If this book were a film would you go see it?

no

Any additional comments?

no

  • Overall
  • Performance
  • Story
  • Kedar
  • 04-08-16

Great insight

Some very useful tips to learn from the more experienced. Anecdotal and intellectual nuggets of wisdom.

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  • Amazon Customer
  • 02-01-16

Crafting Messages that Create an Impact

Excellent overview of an essential life/business topic. How do we communicate in a way that engages others and makes such an impact that they remember it afterwards. This is broken down into six different areas. All described and illustrated with sticky examples.
Favourite concept: "The curse of knowledge". Communicating information that 'we know' well to 'people who don't know' is an art. Unfortunately, we often make assumptions of the audience and fail to grasp what it is like to not have any knowledge of the subject - and once we do that fail to effectively communicate. Great book.

  • Overall
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  • Story
  • Sholajayi
  • 10-04-15

Awesome Experience

I enjoyed every bit of this book and wound read it once a month till I am a living copy of this book.

  • Overall
  • Performance
  • Story
  • C. Walker-Morrison
  • 09-04-15

Very well put together! Loads of great ideas

Easy to follow along with clear stories and well presented ideas.
One of my favorite listens for those "oh yeah! I must remember to do that again" moments

  • Overall
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  • Michal Dybowski
  • 07-27-15

Inspiruje i uczy

Great inspiration and well read story that teaches a lot. I'm really glad I got this audiobook :)

  • Overall
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  • Story
  • Mrs J Myburgh
  • 07-25-15

Lots to think about

One of the best takeaways was 'the commander's intent'. Being clear on your mission as an organization so that each and every department knows what to do introduces so many things - clarity of purpose, motivation, confidence and a likelihood that the organization actually will deliver what their customers want/help them get their jobs done.
An example was a flight attendant for a low cost airline is told she/he needs to increase shareholder value - this is too abstract and conceptual to be meaningful...there is a clear framework that you can work to apply and lots of reflection post reading the book

  • Overall
  • Performance
  • Story
  • Jaiq
  • 07-21-15

Sticky stuff made simple

Would you recommend this audiobook to a friend? If so, why?

I'd recommend this audiobook to anyone wanting to spread a great message

What other book might you compare Made to Stick to, and why?

Not like any marketing book I've ever read! Unique points and great language to get the message across

Did Charles Kahlenberg do a good job differentiating each of the characters? How?

Delivery was a little dry. Had to keep rebuffering to a prior passage to hear parts I'd tuned out of

Was this a book you wanted to listen to all in one sitting?

Not a book to listen to all in one go. Digesting chapter by chapter worked better for me

Any additional comments?

Great concepts. I'm going to buy the actual book now to refer back to points made.

  • Overall
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  • Critch UK
  • 06-25-15

Dead pan voice. But good lessons.

There is a lot of good info in this book but the delivery is robotic.

  • Overall
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  • Graham
  • 06-24-15

one to listen to a few times. good content

some key goodies in this book. was looking for presentation skills help. there's a bit of that in there but a lot more on how to frame your ideas to... make them stick..