Have you heard the story of the guy who met a girl at bar, she buys him a drink, and hours later, he wakes up in a bathtub with a missing kidney?

It’s a story that has been told (in many variations) for decades. But there’s no evidence the story was ever true. And yet, people continue to tell and retell the story, adding their own nuanced details along the way.

This is an example of a ‘sticky’ idea. A story that manages to capture our imagination, be highly memorable, and therefore easily transmissible.

Aesop’s fables are another historic example: the boy who cried wolf; the hare and the tortoise. These have been told across the world for more than 2,500 years. There is something about them that makes them stick.

The premise of Made to Stick is to evaluate exactly what makes an idea stick. If we can identify the traits, we can learn how to use them in our own communication. And for someone in the business of communication, that’s an enticing prospect.

Who wrote it

Chip and Dan Heath work in academia, and are the authors of several best-selling books.

Why I read it

I’ve read many books on communication over the years. I’m constantly looking to learn and improve. The typical book falls somewhere between obvious advice and a handful of helpful insights. This is the first book I’ve ever read that I reread as soon as I had finished it. (Or rather, re-listened). It’s one of the best I’ve read on the subject.

What I liked

This is a book that practices what it preaches. Far too often, a book on communication will tell you how to communicate well, while ironically breaking many of it’s own rules. If the ideas and presentation of this book weren’t ‘sticky’, the whole thing would fall flat on its face. But precisely because it is sticky – full of interesting, memorable, concrete stories and examples, it absolutely nails the brief.

What I didn’t

I probably wish (in hindsight) I’d read this rather than listened to it. But these are usually the kind of books you can skim through at a pace, so I wasn’t to know how good this would be.

Major Takeaway

The authors have made a summary of their model available online.

In sum, a sticky idea aims for six features:

• Simple – Strip ideas down to their core essence. Prioritize clarity over complexity.
• Unexpected – Grab attention with surprises or curiosity gaps.
• Concrete – Use vivid, specific details and examples to make ideas tangible.
• Credible – Provide sources, statistics, or real-world experiences to build trust.
• Emotional – Make people care by appealing to their feelings and values.
• Stories – Use narratives to inspire action and make ideas relatable.

Honestly, it truly is worth reading the book to see those fleshed out a little more. A list like that can look obvious without the context, and I think the book does such a great job at making you feel the weight of why each of these points matter. Don’t just skim over this summary – read the book!

Who should read it

Anyone involved in communication of any kind. You may well be across much of what they put forward, but even so, the way they present their material, and the convicting manner in which they argue for the points make it worthwhile. And there’s bound to be a few great insights here for even the most experienced of communicators.