A Joosr Guide to… Made to Stick by Dan Heath and Chip Heath

the best way to ensure stickiness is to incorporate the six principles of “SUCCESs”: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions and Stories.

you have to think like your audience

To convey your message effectively, you must first strip the information down to its core, to make sure you only share the most important parts

To make ideas stick, we must stick with SUCCESs: simplicity, unexpectedness, concreteness, credibility, emotions, and stories.

ible sources.
Finally, you should use your ideas to tell a story that will move your audience to action. If your stories are simple, unexpected, concrete, credible, and emotional, then they will be sure to stick. Incorporate these tactics, used b

Appeal to the concrete nature of human behavior by really getting to know your audience and what they relate to. You can also draw them in by appealing to their emotions—by gaining their sympathy or showing them how your ideas can help them on a personal level. And make sure you appear to be a credible expert on your topic, or at least back up your information with credible sources.

Don’t overwhelm your audience with your knowledge; instead strip your ideas down to their core and make them relevant. Then surprise your audience by incorporating the unexpected in your delivery. Try adding

ell stories that contain valuable wisdom to motivate your listeners

Instead of just sticking to facts, figures, and statistics, or quotes from your credible sources, try to show listeners how your information will benefit them personally or make them feel good about themselves. This way, it is far more likely to stick.

To make your message stick, you need to reach your listener’s heart.