The Heath brothers present us with an amazing title that automatically becomes an essential part of the toolkit of any marketer or anyone seeking to influence others. Complementing very nicely the concepts introduced a while back by Gladwell in “The Tipping Point”, this title offers the reader a very easy-to-follow framework to help in the creation of sticky ideas.
Each chapter focuses on one of the six dimensions of the framework (SIMPLE, UNEXPECTED, CONCRETE, CREDIBLE, EMOTIONAL and STORIES) which you can easily remember through the acronym SUCCESs. They spice up each element with examples to illustrate the points they make, building up on the concepts covered earlier on and periodically inserting what they call clinics, which are great stopping points to see the new material put in practice.
The end-result is a sticky book that you will devour in no time (as powerful of a methodology they present, they don’t take too long to do it -thus applying their own method, making the content CONCRETE). It will also be a book that you will find yourself applying instantly to whatever idea you want to influence others about, whether you are presenting in person to an audience of investors or to over the TV in the form of a commercial.
Make sure to get your copy of “Made to Stick: Why Some Ideas Survive and Others Die” -you will thank me for it!
And if you already read the book and you want more stuff from “Made To Stick”, make sure to visit the authors’ blog at http://www.madetostick.com/blog/.