Chip and Dan Heath analyzed hundreds of ideas to find out why some survived centuries and others were forgotten.
They found that the art of getting attention and making an idea stick can be systematized.
Their book Made to Stick reveals 6 principles you can apply to get your messages stuck in your audience's heads.
To make your message “simple,” you have to find its core, stripping it down to its most critical essence. You might have to discard a lot of great insights to let the most important one shine.
How do you get people to pay attention to your idea? You break a pattern.
Lead with the surprising and counterintuitive. The extra effort needed to process unexpected information burns them into our memory.
Abstraction makes it harder to understand an idea and to remember it. Our brains are wired to remember concrete information.
Think of your memory as velcro. Your brain is made up of millions of little loops. The more hooks an idea has, the better it will cling to your brain and become a memory.
When we’re trying to persuade an audience to believe a new idea, we’re fighting an uphill battle against a lifetime of personal experiences and societal influences. To win this battle, our messages have to be credible.
How do you get people to care about your ideas? By making them feel something. You’ve always gotta answer the question, “What’s in it for me?”
Stories can get people to act on your idea. They're a kind of mental flight simulator.
For example, by telling a story of how one of your customers has succeeded, your audience can imagine themselves living a new, better life. They’re mentally getting ready to do it themselves.