Key Insights From:
Made to Stick: Why Some Ideas Survive and Others Die
By Chip Heath, Dan Heath
- The Curse of Knowledge makes it difficult for many experts to communicate well—be they politicians, teachers, CEOs, or parents.
- If you say too much, you say nothing; so find the core and package your message concisely.
- To get the audience’s attention, break their guessing machine and then fix it.
- All the data analysis in the world is insignificant if it’s not converted into a concrete, accessible idea.
- To establish the credibility of an idea, use statistics, vivid details, or the Sinatra Test.
- People give from their heart—not their head, and are more likely to care about individuals than abstract causes, however noble.
- Stories naturally incorporate the elements of sticky ideas.