Wednesday, January 23, 2008

Book Review: Made to Stick

Book review of Made to Stick

Providing warmly entertaining blend of case studies and startling research, Chip and Dan Heath define and enlighten us with the decisive elements of a sticky idea:
  1. Simple
  2. Unexpected
  3. Concrete
  4. Credible
  5. Emotional
  6. Stories
Time and time again, the authors drive home their point using these very techniques. Drawing from real world examples, such as Subway's Jared campaign, JFK's Man on the Moon speech, Disney's Cast Members, and Sony's quest for a "Pockatable Radio", their writing style provides ample opportunity to stop and ponder how to make your next great idea "stick".

While these six elements seem like common sense, they are rarely applied in business communication. For example, on an almost daily basis, countless executives sit through hours of presentations, only to retain exactly nothing. Compare this to the drama of a Steve Jobs keynote.

Well researched, easy to read and hard to forget, strongly recommended!