Made to Stick Buchzusammenfassung - das Wichtigste aus Made to Stick

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Zusammenfassung von Made to Stick

Name: Made to Stick
Rating: 4.6 (248 reviews)
Author: Chip Heath and Dan Heath

Chip Heath and Dan Heath

Why Some Ideas Survive and Others Die

4.6 (248 Bewertungen)

17 Min.

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Made to Stick
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Every idea can be presented so that it sticks.

Great ideas aren’t always successful. Often, even magnificent insights go unrewarded and wind up gathering dust in file cabinets.

At the same time, far less worthy ideas like rumors and urban legends spread like wildfire.

Take, for example, the panic in America regarding adulterated Halloween candy. Millions of parents worried that unknown villains were giving their children candy laced with poison or razor blades.

What they didn’t know was that the story was a baseless urban myth.

But why do stories like this spread so quickly? And why are they so hard to stamp out?

Quite simply, they share two key qualities: they are memorable and people are eager to pass them onward.

By taking advantage of these two principles, any idea can be designed so that it’s sticky and popular.

A few years ago in America, certain health groups wanted to raise awareness of the fact that movie popcorn – at the time prepared with coconut oil – contained extraordinarily high amounts of saturated fat, making it extremely unhealthy.

Simply telling consumers that a bag of popcorn contained 37 g of saturated fat proved ineffective – the number was too dry and academic to stick in people’s minds.

So they tried something stickier:

“A medium-sized ‘butter’ popcorn at a typical neighborhood movie theatre contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings – combined!”

This vivid message stuck, spread, and eventually led to the replacement of coconut oil with healthier alternatives by all major American cinema chains.

A sticky idea must be simple.

It’s tempting to try to explain an idea as thoroughly as possible. But, when it comes to stickiness, too much detail is counterproductive.

Instead, cut the idea down to just one simple statement; any more detail will be instantly forgotten, along with the key idea behind it all. A simple statement makes an idea easier to grasp and understand.

A sticky idea must be unexpected.

The brain likes to save energy by running on autopilot whenever possible. This means it allows information to just whizz past unremembered. It does this by subconsciously paying no attention to familiar or expected things.

When confronted with the unexpected, however, the brain jolts out of autopilot and into manual control; the unexpected receives our full attention.

Curiosity gaps help make an idea stick.

The two main challenges in spreading an idea are getting people’s attention and holding it. Making use of curiosity gaps can help to overcome both these obstacles.

People allow themselves to go through everyday life on autopilot because they believe, to some extent, that they know pretty much everything they need to know to get them through the day.

Sticky ideas are concrete and descriptive.

People tend to express themselves in an abstract manner. The more we know about a subject, the more we couch explanations in abstract terms.

This is mainly because most people find it hard to put themselves in the listener’s shoes, or to ask themselves, “How does what I say sound to the other person?”

A sticky idea must be credible.

In general, ideas only spread if they are believed; otherwise they are immediately dismissed out of hand.

Credibility can be gained in several ways.

Emotional appeals inspire people to action.

To get people to donate to aid appeals for starving African children, there are two possible approaches:

Either present facts and figures that powerfully demonstrate just how many millions of children are starving and how many die every day, or show a picture of just one child in need who could be saved by a donation.

Appeals to action are most effective if there’s something in it for the audience.

Emotional appeals work because people are more interested in other people than in facts and figures.

But people are most interested in one person in particular: themselves.

Ideas stick best when they’re told as stories.

A story is like a flight simulator for the brain. It allows us to get inside the action and anticipate how we might react in the same situation.

Often when trying to spread an idea, people make the crucial mistake of getting rid of the story behind it in favor of an empty slogan.

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Worum geht es in Made to Stick?

Made to Stick explains why some ideas become popular, while others wither and die.

The book lays out the most important characteristics of “stickiness”; that is, what makes ideas “stick” in the mind, and how to make them work for you.

Wer Made to Stick lesen sollte

Anyone with an idea to share
Anyone interested in why some ideas catch on and others don’t
Every film director, advertising executive, NGO worker and so on.

Über den Autor

Chip Heath is a professor of organizational behavior at Stanford University. He holds a BSc in industrial engineering and a PhD in psychology.

His brother Dan Heath is an academic, consultant and founder of the publishing company Thinkwell, which takes a new, didactic approach to writing textbooks.

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