Made to Stick: Why Some Ideas Survive and Others Die

This book was sent to my home in less than three business days. I did not have to leave the comfort of my home!

I really like the book. It is simple, easy to follow, and very pratical. The concepts are simple, but sometimes people just don't stop and think about how they are communicating things like the book shows in many example. The authors did a terrific job!

I love reading books that I can't put down.
Business books don't usually fall in this category.
"Made to Stick" does.

Kudos to the authors for writing a book that is filled with great ideas - presented in ways that support the points they make. Made to Stick is "S"imply written, with a few "U"nexpected turns - to keep your interest, and plenty of "C"oncrete examples from "C"redible sources. Occasionally, it made me laugh ("E"motional)...and it is packed with memorable "S"tories that I will re-tell.
Great job, brothers Dan and Chip.
BTW:
Thanks for validating many of the practices I have been using throughout my career as a brand marketer.
:)

Alfredo Muccino
Chief Creative Officer
Liquid Agency | Brand Marketing
www.liquidagency.com

Overall, this was a good book; it provides the reader with important insight as to how important it is to create a message that is understood and remembered. It also gives you a step-by-step process on how to create these memorable messages. Make the message 1) simple 2) unexpected 3) concrete 4) credible 5) emotional and 6) a good story. This is one of the more important books on how to get your business message communicated, and it tells you how to do it.

The only reason that I didn't give this book a 5 star, is that the middle of the book was a real yawner - the book could have been just as effective (or more effective) at 200 pages.

This book is "Made to Stick." Literally. It successfully uses all of the principles the authors list in their book. It sticks and it is entertaining. Authors Chip and Dan Heath have succeeded where many others have failed miserably. I love it because it reads like a "How To" manual. They also use plenty of current, real world examples; examples of sticky ideas that worked and stories of others that tried and failed. The brothers make a great case for each of their elements of "stickiness" and once you recognize them, and how they work together, it's easy to apply them to any message or idea.

The essential elements of a sticky idea are:

1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories

The authors use these elements very effectively to make their point. And In my opinion this just adds more credibility to the book and their work. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing.

It's interesting that one of the other reviewers noticed that Allison Fine's "MOMENTUM: igniting social change in the connected age," is receiving a "great deal more attention" Yes, "Made to Stick," is, and should, get more attention. Regardless of the content in the books, you have to sell the idea of opening it up and reading it first. Look at and compare the titles of the two books, author Fine's already made her book boring and hard to remember before you even crack the cover. She looses the potential reader with a title that is not concrete, not simple, not unexpected. "MOMENTUM: igniting social change in the connected age," is just long, boring and easy to forget. I mean no disrespect to Ms. Fine but she should read "Made to Stick," before she writes the title to her next book.

This book, "Made to Stick," was an excellent investment in time and money. I will use these elements of stickiness to evaluate all of my marketing messages, products and promotions.