Made to Stick: Why Some Ideas Survive and Others Die
By Chip Heath
Rating: 10
I often skim books at local bookstores, and this book was no exception. I thought I found the gist of it just by looking at the chapter headings, and didn’t think there was anything else to mine from it.
But I kept hearing about this book from different people, so I gave the book a read more slowly. And I found gold.
I couldn’t actually read through this book that quickly. I digested it bit by chewy bit. For all where the communication of ideas is absolutely essential to what they do — such as teachers, pastors, leaders, politicians — they need to get this book. It quickly demystifies how an idea catches on, and gives practical tools on how to make a message that much more sticky.
A small note: the authors tell us that repetition isn’t needed if we have a sticky message, and yet they use repetition all the time throughout the book. Perhaps they weren’t sure their own message was going to be sticky enough?
But it’s well-written and has a sense of humor, and it’s the best business book I’ve read in a long time with a wide-range of applications.
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