Made to Stick cover art

Made to Stick

Why Some Ideas Survive and Others Die

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Made to Stick

By: Chip Heath, Dan Heath
Narrated by: Charles Kahlenberg
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About this listen

 NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post

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 news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.”

In 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.

Made to Stick will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; 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. Business Communication Career Success Epistemology Personal Development Personal Success Philosophy Psychology Psychology & Mental Health Social Psychology & Interactions Business Career Inspiring Funny Nonfiction Marketing Marketing Communications

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Critic reviews

“Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable—and the Heaths do the telling with beautiful clarity.”—The Christian Science Monitor

“Utterly compelling.”—Los Angeles Times

“Surprising and provocative.”—The New York Sun

“Savvy.”—People

“Fun to read and solidly researched.”—Publishers Weekly (starred review)
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This audio book blew me away. I don't really get some of the other reviews on this page, the whole point of this book is making ideas stick, although Chip and Dan do touch on many other issues (all relating to sticky ideas). They also use many real world examples of ideas which stick and ideas that don't stick. This is an essential read for anyone whose job involves making ideas sticky - anyone in marketing and PR, also great for teachers.

Their six given criteria are awesome, and most if not all of the most popular advertising campaigns meet these criteria.

I'll be listening to this book again.

One of the best books I've ever come across

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Listened to this on holiday, uses many real life examples to illustrate the concepts and goes back to several throughout the book to clarify the points. I have now ordered the paper version on amazon so I can study the book in more details.

I just ordered the paper version

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slightly longer than it could have been. Still, very good.
Adding filler words to meet threshold.

Long but good (that's what she said)

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I listened/read this book as it was referenced in Contagious another awesome audiobook - I’d recommend listening to this first as it gives you a really great foundation and if you can read influence before by Robert Caldini mentioned in this book and tipping point by Malcolm gladwell - all great grounding - you’ll take so many notes - I’m going to listen to contagious again now and then this book again as I will absorb it into my unconscious mind - My SOS Family SMe will be helped after these as I’m struggling to get a sticky message across to potential users - I love the product too much and am an expert in emergency sos so I need to take a step back - stop the music in my head and tap a tune that the listener will recognise and remember - it’s also helped me in my other consultancy and support roles as it helps those businesses too....
I highly recommend this book to anyone in a startup, SME or marketing - it’s the simple things in live we overlook like a flower that gives us the most instant pleasure.....
Thank you so much for writing this book , and sharing your knowledge- I will forever be grateful .....
Moony Victoire-Nijjar

An amazing book that will help

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really inspiring book full of great memorable ideas and stories. I shall be reading it again there is so much to learn here.

Excellent book every speaker should read

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