Made to Stick

In Made to Stick, Chip Heath and his brother Dan Heath examine why certain ideas survive and spread while others are forgotten, organizing their answer around a framework they call SUCCESs: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. Each element gets a chapter, illustrated through cases ranging from urban legends and conspiracy theories to real campaigns like the "truth" anti-smoking ads and Subway's Jared Fogle commercials. The book opens with the "curse of knowledge," the authors' term for the cognitive bias that makes experts unable to imagine what it's like not to know something, and argues this is the chief obstacle to communicating ideas effectively. A recurring case is the 1994 "Don't Mess with Texas" anti-littering campaign, which succeeded by reframing a public-service message as a proud, identity-based slogan rather than a scolding one. The authors contrast naturally sticky ideas, such as Aesop's fables or the Kidney Heist urban legend, with forgettable corporate communications, and introduce tools like the "Velcro theory of memory," the idea that concrete details give ideas more hooks to catch on. Other widely cited examples include the "Jared" Subway ads as a case of credibility and emotion working together, and a classroom exercise in which Stanford students struggled to retell a simple story because they couldn't unlearn what they knew. Throughout, the Heaths draw on research in psychology and behavioral economics rather than original experiments of their own, translating findings into practical advice for anyone trying to make a message memorable. The book became a standard reference in marketing and business communication after its 2007 publication.