In Made to Stick, the Heath brothers
educators. In fact, both Heath brothers
emphasize that the ideas that stick in our
have educational backgrounds.
culture all have similar characteristics.
Companies that are able to boil their ideas
down to very simple presentations and stick
to their model are the ones that typically
find the most success. The focus of Made to
Dan is an educational publisher. He has
studied teachers and what makes them
effective. Chip is a social science professor
at Stanford.
Stick is why some ideas are effective while
Together, the brothers found that there
others are not. The book has much to offer
are various things that make ideas
memorable. Apart from simplicity, many
ideas that stick are unexpected. You need
to grab people’s attention. From there,
add concrete details, dump statistics, show
credibility, and connect with people’s
emotions. Finally, tell stories – any story is
better than boring statistics. In Made to
Stick, we discover that “sticky” messages
of all kinds draw their power from these
same traits.
Boil it all down and there’s one thing
you have to do to get your school
goal to stick: Keep it simple! Whatever
you do, don’t be complicated. Trying to
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