Made to Stick

by Chip Heath and Dan Heath

September 14, 2025

Overview

"Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath, published in 2007, is a compelling exploration of why certain ideas are more memorable and impactful than others. The authors, both experts in business and communication, provide a framework for crafting messages that resonate and stick with audiences.

Central Thesis

The central thesis of "Made to Stick" is that successful ideas share common characteristics that make them "sticky." The Heath brothers introduce the SUCCESs model, which outlines six principles that contribute to the stickiness of an idea: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories.

Key Strengths

  1. Practical Framework: The SUCCESs model provides a clear and actionable guide for creating memorable messages.

  2. Engaging Examples: The authors use a variety of real-world examples and anecdotes to illustrate their points, making the content relatable and engaging.

  3. Research-Based Insights: The book is grounded in psychological research and communication theory, lending credibility to the authors' claims.

  4. Accessible Writing Style: The conversational tone makes complex concepts easy to understand for a broad audience.

Structure of the Book

The book is organised around the six principles of the SUCCESs model:

  1. Simplicity: Focus on the core message.

  2. Unexpectedness: Capture attention by surprising the audience.

  3. Concreteness: Use clear, tangible details to make ideas more understandable.

  4. Credibility: Establish trustworthiness through evidence and authority.

  5. Emotions: Connect with the audience on an emotional level.

  6. Stories: Use narratives to illustrate ideas and make them memorable.

Key Concepts and Practical Insights

  •  Simplicity: Strip ideas down to their essence. Identify the core message and eliminate unnecessary details.

  •  Unexpectedness: Create curiosity by presenting surprising elements. Use counterintuitive facts or questions to engage the audience.

  •  Concreteness: Provide specific examples and details. Use analogies and vivid imagery to clarify abstract concepts.

  •  Credibility: Use statistics, testimonials, and expert opinions to enhance trust. Incorporate credible sources to support your ideas.

  •  Emotions: Appeal to feelings to motivate action. Share personal stories that evoke empathy and connection.

  •  Stories: Craft compelling narratives that illustrate your message. Use the power of storytelling to make ideas relatable and memorable.

Memorable Quotes

  • "If you can’t explain it to a six-year-old, you don’t understand it yourself."

  • "The most successful messages are simple, unexpected, concrete, credible, emotional, and told as stories."

  • "Ideas that stick are those that resonate with our experiences and emotions."

Critique

While "Made to Stick" is widely praised for its practical insights and engaging style, some critics argue that the principles may feel somewhat formulaic. Additionally, readers looking for in-depth academic analysis might find the content more focused on application than theory.

Target Audience

"Made to Stick" is valuable for marketers, educators, leaders, and anyone interested in improving their communication skills. Its practical insights make it suitable for a wide range of professionals seeking to craft more effective messages.

Conclusion

"Made to Stick" offers a powerful framework for understanding what makes ideas memorable and impactful. Chip Heath and Dan Heath's insights into the principles of stickiness provide readers with actionable strategies to enhance their communication efforts. While some concepts may feel formulaic, the book serves as an essential guide for anyone looking to create messages that resonate and endure.