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Made to Stick

Made to Stick

Why Some Ideas Survive and Others Die

by Chip Heath & Dan Heath

In the opening example of this book the authors compare an elaborate 'kidney heist' story with a couple of sentences from a CEO's speech on his company's vision. Two years after reading the book, I still vividly remember the 'kidney heist' story even though I have not told the story or talked about it during that period. The excerpt from the speech—I could not remember it after about 60 seconds. I tried several times and after reading the paragraph again I would still forget a minute or so later. Then I tried the experiment with family, friends and colleagues and got the same result every time. What was the difference?

This book exposes the general characteristics of the sticky ideas versus non-sticky ideas. And these characteristics are not what I would intuitively think they should be (side note: some of these characteristics are such because of the way the brain has evolved over a geological timescale). There are plenty of examples to really get an in-depth understanding of each of the characteristics.

I now apply these in my communication and the results are dramatically more sticky than two years ago.
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