Made to Stick: Why Some Ideas Survive and Others Die

Made to Stick: Why Some Ideas Survive and Others Die
By Chip Heath & Dan Heath

If you've ever wondered why some ideas take off while others fade into oblivion, Made to Stick provides the answer—and a framework you’ll want to use over and over again.

Written by brothers Chip and Dan Heath, this book breaks down the anatomy of ideas that resonate, go viral, and create lasting impact. Drawing from research in communication, psychology, and marketing, the authors introduce the “SUCCES” model:

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Stories

Each principle is brought to life through vivid examples—from urban legends to unforgettable ad campaigns and life-saving public health messages. One standout story is the famous “tapped out song” experiment, where communicators overestimate how well their message is being received. It’s a powerful reminder: clarity is not the same as understanding.

What makes this book shine is its accessibility. The Heath brothers don’t just explain what makes ideas sticky—they demonstrate it on every page. The writing is engaging, practical, and often funny. You'll walk away with tools to make your own messages more memorable, whether you're crafting a marketing pitch, teaching a lesson, or trying to inspire a team.

Made to Stick is a must-read for business owners, educators, marketers, and anyone who communicates for a living (or just wants to be heard). It will change the way you think about messaging—and help you create ideas that truly stick.

Bottom line: If your message matters, this book shows you how to make it matter to others.