Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath

The Art of Stickiness

Back in 2000, a little known writer from the Waterloo Region of Ontario published a book that became an international sensation. Malcolm Gladwell’s The Tipping Point: How Little Things Can Make a Big Difference explored a number of ideas of interest to economic developers, including the idea that some ideas are “sticky.” In Made to Stick: Why Some Ideas Survive and Others Die, brothers Chip and Dan Heath take up this idea and run with, looking at the ways in which some ideas catch on (that is, become “sticky”), while others simply fade away.

They propose a deceptively simple model for understanding how to make ideas sticky, using the acronym SUCCES (without an “s”) to anchor their approach: Simple, Unexpected,Concrete, Credibility, Emotion,Stories.

By applying these principles to the ideas at the heart of our marketing and communications efforts, the Heath Brothers suggest that we more likely to generate ideas, campaigns and themes that “stick” in people’s minds. For those promoting individual communities among a sea of global competitors, stickiness is a critical factor in making things happen. Made to Stick is a highly recommended addition to the economic development library. You can buy a copy at reduced prices here.