This book popularized the concept of stickiness.
This is the tendency for a person to remember and pass on an idea.
They came up with this basic ‘SUCCESs’ framework:
- Simple : … the most important concepts should jump out
- Unexpected: the idea must destroy preconceived notion
- Concrete : use real-world analogies
- Credible : “Have you experienced this?”
- Emotion : involve people in your story will also move them
- Story : act as a kind of mental flight simulator
Interview with Chip Heath on the ‘McKinsey Quarterly’ website (signing up required):
‘ …. put an American on the moon in a decade (John F. Kennedy)’
‘ …. strategy need to be compelling to your employees. ‘
‘ …. identify the core elements of strategies & highlight them …’
‘ …. strike out every abstraction’
‘ …. to get something done (…) make a message sticky‘
Why are your messages not sticky but too abstract:
‘ …. because you are suffering from the “Curse of Knowledge.” ‘
Interview with the authors:
Explaining the ‘Curse of Knowledge’ and a good example how to make a message Sticky :
Chip Heath
