Why some ideas are memorable, compelling, and enduring, while others are forgotten, dull, and forgettable.
Made to Stick explains why some ideas stick and others don't. The book presents the "SUCCES" model of communication, which is an acronym for six principles that make ideas stick: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. The authors use real-world examples to illustrate how each of these principles can be applied to create ideas that resonate with people and are more likely to be remembered, believed, and acted upon.
Title: Made to Stick: Why Some Ideas Survive and Others Die
Authors: Chip Heath, Dan Heath
Publishing year: 2006
Publisher: Random House Audio
Length in hours: 8 hours and 37 minutes