Make to Stick

 Why do some ideas cling to our minds like a catchy tune, while others vanish like fog under the morning sun? Think about it: you likely remember the story of the Trojan horse from your school days or the slogan "Just Do It." But what about that corporate mission statement you read last week? Exactly. The difference between these examples lies in their "stickiness," a term masterfully explored by Chip Heath and Dan Heath in Made to Stick: Why Some Ideas Survive and Others Die.

What makes an idea "sticky"? Why does one slogan transform into a cultural phenomenon while another is dead on arrival? This video is about unlocking that secret. By the end, you'll not only understand what makes certain ideas unforgettable but also how to craft your own ideas so they stick—whether you're teaching a class, leading a team, or pitching the next big thing.

Let’s start with a story. In the 1980s, Texas faced a massive littering problem. Despite numerous public service announcements, highways were still choked with garbage. Then came a simple slogan: "Don’t Mess with Texas." What was once a humble anti-littering campaign became a cultural battle cry, reducing littering by 72% in its first four years. Why? Because it embodied the six principles of stickiness, or what the Heath brothers call the SUCCESs framework: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.

Let’s dive into the first principle: simplicity. Have you ever played tug-of-war with a dozen people on each side? Everyone pulls in different directions, and chaos ensues. Now imagine a single rope with one clear purpose. That’s what simplicity does for ideas. It finds the core and lets everything else fall away.

Think of "Don’t Mess with Texas." It’s not a convoluted plea for environmental responsibility. It’s bold, direct, and impossible to misunderstand. Similarly, John F. Kennedy’s famous goal wasn’t "We aim to significantly improve space exploration." It was, "We choose to go to the moon." Short, clear, unforgettable.

To make your ideas stick, start by asking: What’s the one thing I want people to remember? What’s the core message? Boil it down until it’s sharp enough to pierce through the noise.

Next up is Unexpectedness. Now, let’s add a twist. Humans are hardwired to notice the unexpected. It’s why a pop of thunder in a quiet room makes you jump. The same principle applies to ideas.

Take the urban legend of the "kidney heist." It starts with a relatable setup: someone wakes up in a bathtub, groggy, with a note taped to their chest warning them that their kidney has been stolen. It’s shocking, eerie, and completely unforgettable. The unexpectedness makes it stick—even though it’s not true.

In marketing, Apple’s famous "Think Different" campaign didn’t tell us what computers to buy. It challenged us to see ourselves as dreamers, rebels, and innovators. The unexpectedness of that approach was magnetic.

Ask yourself: What’s the assumption I can break? What surprise can I deliver that makes people stop and think?

Next, make it concrete. Imagine this: you’re teaching a child about fractions. Which works better? Saying, "Fractions are parts of a whole," or cutting a pizza into slices and letting them eat one? The second example is concrete—you can see it, touch it, taste it.

Concrete ideas anchor us in reality. That’s why "a bird in the hand is worth two in the bush" has survived centuries. It paints a vivid picture. In contrast, abstract ideas often drift away because they lack weight.

The Heath brothers share a story about a company that wanted to highlight the dangers of new competitors. Instead of using slides full of market data, the CEO brought in a jar filled with BB pellets. Each pellet represented a competitor. He shook the jar, and the sound of hundreds of rattling BBs made the point better than any spreadsheet ever could.

When you’re crafting an idea, ask: Can I show this instead of telling it? How can I make it tangible?

The fourth principle: credibility. Ever heard the phrase, "Show, don’t tell"? Credibility comes from proof, not puffery. The "Don’t Mess with Texas" campaign didn’t rely on celebrity endorsements. It featured real Texans—tough, no-nonsense—taking a stand. The message felt authentic because it spoke to the audience’s identity.

Credibility can also come from statistics, experts, or even small details. A famous example is the anti-smoking ad that showed a jar of fat labeled "This is what 5 pounds of fat looks like." The visual was shocking, specific, and indisputable.

When you’re presenting an idea, think: What proof do I have? Who can vouch for this? What detail makes it undeniably real?

Emotion is next. Let's get personal: why do charity campaigns show photos of individual children instead of statistics about poverty? Because emotions drive action. We’re wired to care about people, not numbers.

The Heath brothers share the story of the "Identifiable Victim Effect." One study asked participants to donate to a starving child. Another group was shown statistics about hunger. Guess which group donated more? The one that saw the child’s photo. When we feel, we act.

"Don’t Mess with Texas" wasn’t about rules; it was about pride. It tapped into Texans’ love for their state and their identity as rugged individualists. The emotion turned an anti-littering message into a movement.

When crafting your idea, ask: What emotion do I want people to feel? How can I connect this idea to their values or identity?

Finally, let’s talk about stories. If emotions get our attention, stories make us remember. Why? Because stories simulate experiences. They’re how we make sense of the world.

Consider the parable of the Good Samaritan. It’s been told for thousands of years because it’s not a lecture; it’s a story. Stories are sticky because they’re relatable and engaging.

One of the best examples in Made to Stick is the "Subway Jared" story. Jared Fogle lost over 200 pounds eating Subway sandwiches. That narrative did more for the brand than any calorie chart could because it was real, personal, and inspiring.

If you want your ideas to stick, wrap them in a story. Ask: What’s the human angle here? How can I show this idea in action?

So how can you make your own ideas stick? Start with the SUCCESs framework: keep it simple, make it unexpected, concrete, back it up with credibility, stir their emotions, and wrap it in a story. Here’s the best part: you don’t have to be a creative genius to do this. Stickiness isn’t magic; it’s method.

Take a moment now and think: What’s one idea you want people to remember? Maybe it’s a lesson for your students, a pitch for your boss, or a message for your community. How can you refine it using these principles to make it unforgettable?

As you step into your day, remember that every sticky idea starts with someone daring to think differently. Will that be you? Let’s make your ideas the ones people talk about tomorrow, next week, and for years to come.

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