The book made to stick is written by brothers Chip and Dan Heath. This book suggests empoying the stck approaches in order to create ideas that are sticky and long lasting. The expains in detail 6 charachteristics of sticky ideas.
- Simple - find the core of any idea. This permits the message to be conveyed and reach the maximum of the target focus group. This because simplification makes the clarification of complexity and consequently makes it easily understood for an unlimited number of people. Once the information arrives to the reader, he should also understand the message conveyed.
- Unexpected — grab people's attention by surprising them.
- Concrete — make sure an idea can be grasped and remembered later.
- Credible — give idea believability.
- Emotional — help people see the importance of an idea. His speech was a personal one, it was not formal justification to protect him from the bad results, and people could feel it.
- Stories — empower people to use an idea through narrative.
All these elements appropriately used, help ideas to be sticky.
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