Made to stick

Why do some ideas endure while others quickly fade into oblivion? In *Made to Stick*, accomplished educators and idea collectors Chip and Dan Heath tackle the fundamental question of memory and persuasion. This insightful guide delves deep into the science and art of making concepts truly memorable, revealing the anatomy of messages that naturally 'stick'—whether they are marketing campaigns, political movements, or simple life lessons. The book provides actionable frameworks for anyone with important ideas, from entrepreneurs and journalists to educators and politicians. The Heath brothers reveal six core principles and powerful techniques—such as applying the Velcro Theory of Memory, utilizing the human scale principle, and creating strategic 'curiosity gaps'—that ensure your message has a lasting impact. Through compelling research and real-world examples, *Made to Stick* equips readers with the tools needed to craft ideas that are not only interesting but profoundly sticky.