Made to Stick

The Heath brothers analyse why some ideas are remembered and acted on while better ideas are forgotten, and identify six properties under the acronym SUCCESs: simple, unexpected, concrete, credible, emotional, and stories. They argue that the main obstacle is the curse of knowledge, meaning that once a person knows something they cannot reconstruct what it is like not to know it, which makes experts systematically bad at explaining their own subjects.

Each principle is developed with cases. Simple means finding the core and expressing it compactly, illustrated by Southwest Airlines' commitment to being the low-fare airline as a decision rule. Unexpected means breaking a pattern to create a knowledge gap that the audience wants closed. Concrete means using specific sensory detail rather than abstraction, which they demonstrate with the difference between statements about nutrition and the claim that a large popcorn contains more saturated fat than several meals combined. Credible uses details, statistics reframed at human scale, and testable claims, such as Reagan's question about whether voters were better off than four years earlier.

The research draws on urban legend studies, on Chip Heath's academic work on idea transmission, and on a wide set of business and public health examples. The Sinatra test and the Velcro theory of memory are their two additional devices.

The book is prescriptive rather than empirical, and the framework was reverse-engineered from memorable examples rather than tested. The curse of knowledge is the best-supported element. The acronym is contrived and the six elements overlap. It works as a practical editing checklist for anyone writing pitches, memos or product messaging.