Book Info
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Made to Stick book image
Business & Economics

Made to Stick

By Chip Heath, Dan Heath

book iconRandom House Publishing Group


NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post

Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.” 

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.

Made to Stick will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.
Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas—and tells us how we can apply these rules to making our own messages stick.

Summary by AI

Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath

Authors' Background:

  • Chip Heath is a professor of organizational behavior at Stanford University.
  • He has written extensively on the psychology of persuasion and influence.

Main Theme:

  • The book explores the principles that make ideas "sticky" and memorable.

Key Points:

  • Simplicity: Ideas should be easy to understand and communicate.
  • Unexpectedness: Ideas that surprise or challenge our expectations are more likely to be remembered.
  • Concreteness: Ideas should be presented in a tangible and relatable way.
  • Credibility: Ideas should be supported by evidence and credible sources.
  • Emotions: Ideas that evoke strong emotions are more likely to be remembered.
  • Stories: Stories are a powerful way to convey ideas and make them memorable.


  • Positive:
    • Highly acclaimed by business leaders, educators, and communication experts.
    • Praised for its practical insights and actionable advice.
  • Negative:
    • Some critics argue that the book oversimplifies the process of making ideas stick.
    • Others suggest that the principles are not always applicable in all situations.

Who Should Read It:

  • Anyone who wants to improve their communication skills.
  • Business professionals, educators, marketers, and anyone who needs to persuade others.
  • Individuals who want to make their ideas more memorable and impactful.


Peter Trizuliak
Yuya Uzu



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