What makes an idea stick? This is the deceptively simple question that brothers Chip and Dan Heath try to answer in their new book Made to Stick, in which they advise you to present them in ways that are simple, unexpected, concrete, credible, emotional, and story-based.
Overall, this SUCCESs based approach (yes, they had to roll these principles up into yet another ugly acronym) makes a lot of sense, and the authors provide some solid advice on how to implement it, as well as – like the local police chief in the movie Casablanca – lining up the usual set of case study suspects to support their thesis.
Unfortunately, however, the brothers don’t quite live up to their own advice as the book is rather bland and a tad too pedantic in tone. I can’t help thinking that I would have been better off reading a classic novel to learn how great stories should be told.