6 Principles for Making Ideas Stick

In Made to Stick, Chip and Dan Heath point out that bad ideas often keep circulating, while good ideas often have a hard time succeeding.

Why is that?

That’s the question their book — which most have probably heard of by now — answers.

To make an impact, your idea has to stick. A “sticky” idea is one that is understood and remembered, and has lasting impact. A sticky idea changes the audience’s opinions or behavior.

How do you make your ideas sticky? They give six points. Here they are, from my notes on the book:

1. Simple. This gets people to understand.
2. Unexpected. This gets people to pay attention and maintain interest.
3. Concrete. This gets people to understand so they remember.
4. Credible. This helps show that your idea is true.
5. Emotions. This gets people to care.
6. Stories. This gets people to act.

The rest of the book unpacks each of those ideas. It is well worth a read if you haven’t already.