Sticky ideas

Made to stick - Chip & Dan Heath

Our goal is to produce creative ideas that can be spread to other people. We want our ideas to make a difference. With help of this book we are going to make our ideas stick!

Checklist of six principles of sticky ideas

1 SIMPLICITY

Find the core of the idea
- weed out unessential elements
Find which is the most important idea of many important ideas

2 UNEXPECTEDNESS

Surprise gets people's attention and interest keeps it

3 CONCRETENESS

Helps people understood and remember the idea
Allows coordination

4 CREDIBILITY

Use authorities or antiauthorities, statistics or compelling details
Testable credentials allow audience members to "try before they buy"

5 EMOTIONS

People take action only if they care
Appeal to people's self-interest but also to their identities - what kind of people they would like to be

6 STORIES

Stimulate and inspire
Right stories make people act