January 24, 2008

Book Review - Made to Stick

Made to Stick: Why Some Ideas Survive and Others Die
Chip Heath and Dan Heath
HM 1033 .H43 2007

This book analyzes what makes new ideas catch on. From urban myths to television commercials that everyone seems to know, messages that "stick" share several characteristics. The Heath brothers have made the same observations from different perspectives--one looking at the behavior of businesses and organizations and the other looking at teaching and learning. Using numerous, often funny examples, five characteristics of sticky messages are identified. The Heaths conclude that sticky messages are simple, unexpected, concrete, credible, and emotional. This book will be of interest to nearly everyone, but is particularly useful for professionals involved in advertising and all aspects of outreach.