The Curse of Knowledge is a phenomenon where the storyteller does not provide context to his audience due to his existing knowledge of the story. These 6 principles have only one enemy: the Curse of Knowledge. To summarize, you need to create a simple unexpected concrete credentialed emotional story. Stories: the idea should be embedded in a story.Credibility: the idea must be believable (due to its source, for example).Simplicity: make one point, and no more.Summary of Made to Stick by Dan and Chip Heath My summary will suffice.īut if you have no idea what marketing is, then you should read this book. If you have read a few marketing books, no need to read Made to Stick. It also makes the reader feel like the authors are running out of things to say. This makes the book too long and painful to read. The problem with this book is that it uses all of the feel-good cliché business stories (Apple, Southwest, etc) that anyone who’s been interested in marketing already knows.įurthermore, some examples are too far-fetched to apply and others are downward cringe.įinally, while the essence of the book can be summarized with an acronym (SUCCES), the authors felt the need to unnecessarily come up with 5 or 6 examples for each of their principles. A blog post would have been just as great, if not better. However, the volume of information does not justify the existence of the book. It’s an above-average marketing book and has a few interesting ideas. Made to Stick focuses on the characteristics that make ideas stick in people’s minds. It’s similar to Contagious, but with another goal in mind.Ĭontagious focuses on the characteristics that make ideas spread in society. For a message to be remembered, it should be simple, unexpected, concrete, credible, emotional, and wrapped up in a story. It’s a marketing book that explains what makes people remember certain things, like ads, catchphrases, or stories. Made to Stickis a book written by brothers Dan and Chip Heath. Ideas that stick are simple, unexpected, concrete, credible, have emotions, and are wrapped into a story.Some ideas stick in the mind of people, some don’t.
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