October 6, 2015
This is what you’ll find in the most recent book I read, “Made To Stick,” by Chip and Dan Heath. I’m not going to tell you exactly how Ronald Reagan and kidney thieves play into this – you’ll have to read it. I will say it takes a lot of creativity, but I will tee it up for you.
Brothers Chip and Dan Heath have very different backgrounds and bring great perspectives. Dan co-founded a startup publishing company, and Chip is a grad-school professor at Stanford University. Their goal in “Made to Stick” is to answer: Why do some ideas succeed and others fail? Why do bad ideas sometimes win out in the social marketplace of ideas? How do you make an idea “sticky”? They use a casual narrative paired with top-notch research to develop their framework, and they break down models and case studies from marketing and advertising to teaching math to third graders to high-level physics concepts. The examples bring the steps to life using numerous scenarios and past “sticky” ideas, like the American Legacy Foundation’s Truth campaign, Southwest Airlines’ company intent and even the NBA’s rookie-orientation program.
The brothers have developed a set of steps meant to help create ideas and memorable messages that stick, and that will move the needle.
I’ll say again — read the book. But here’s a look into what you’ll learn:
These are all great things to think about when you create or bring to life your next big idea. You don’t need a flannel shirt, man-bun or have your life fit into a MacBook Air to be a creative and create an idea that’s sticky. Sure, some of my favorite people look the part, but not many can walk the walk. One of the most important things I like to remember: Creativity is a muscle to be used and exercised. It’s a skill to continue studying and refining. And I think “Made to Stick” is a great read to get those juices flowing.