Made to Stick by Chip and Dan Heath should be a must read book for marketers and everyone else. The book name was inspired by one of the chapters of the amazing book (almost like a marketers bible) called “The Tipping Point” by Malcolm Gladwell.
Made to Stick really analyses why some ideas survive and other die and explores what marketers can do to really make their ideas “stick” in the crazy little world.
Made to Stick is most well known for it’s SUCCES model which defines the 6 principles of what really makes ideas stick – Simplicity, Unexpectedness, Concreteness, Credibility, Emotion and Stories.
However, what i really took back from the book was their view about the importance of core messages. Of course, we all know that core messages are important blah. blah. blah.
But what really amused me was the realization about how often we tend to bury our core messages just to make something more interesting. This could be an article, visuals, videos anything.
I really believe that this tiny take away is so important in each one of our lives. Instead of focusing on how to make the article, visual or video more interesting, we should really focus our energy on making the core message interesting itself.
This little detail in the book had a profound effect on the way i analyze campaigns. Without a doubt, this idea “stuck”.