Made to Stick

"Made to Stick"

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." Why is it that some ideas thrive and others die? The answer is that some Ideas are more attractive than others, regardless of their integrity. In Made to Stick, Chip and Dan Heath set out to convey the effective characteristics that reside in a successful idea. By using a formula summarized by the acronym S.U.C.C.E.S, Chip and Dan are able to define the underlying principals involved with a successful and "sticky" idea.

The first principal involved in this formula is the idea of simplicity. In order to effectively convey an idea one must find the core of his or her idea by stripping it down to its essential elements. Antoine de Saint-Exupery states that "Perfection is achieved perfection not when there is nothing left to add, but when there is nothing left to take away" Any excess information could possibly deter others from focusing on the core purpose. A New York local paper achieved success by utilizing this core concept. The manager's mantra was "Names, names, names." This mantra was used to express to his clients the importance of "localizing" the paper's substance as much as possible. Most local papers fall short by providing information that is irrelevant to the community. People can go to almost any news source for issues regarding the nation or world as a whole, but only one paper for specifics about their community. That is the secret to their success. I find this core element to be imperative to any idea. If I can increase the simplicity of my idea I can more effectively convey my message to others.

The next two characteristics of an idea are "Unexpectedness" and "Concreteness." In order to make my idea more attractive, I must stimulate the listener's interest by violating their expectations or "Schemas." Our minds are designed to recognize deviations from a particular pattern. By redefining what the listener already knows we attract more attention to our message. As a major in marketing, I find this concept to be extremely important. If I am designing a commercial, I am going to try my best to grasp the viewer's attention as much as possible. If I can manage to do this, I am more likely to effectively convey my purpose. However, once I have attracted the listener I must also design a method to assure that the message is retained. By using the concept of concreteness, I can solidify the viewer's perception of my message. The goal is to condense my message to a set of concrete, easily recognizable images or concepts. By attaching my idea to something the viewer already knows I am creating a more permanent impression.

Another important aspect of in Idea is Credibility. In most advertising situations, I probably won't be able acquire the use of a celebrity representative to endorse my idea. So how do I gain