book summary of “ Made To Stick ” by Chip and Dan Heath

Chip and Dan Heath Made To Stick book

What is going on in your mind ? What is the reason for your hesitation in presenting this idea to the world? Ideas are important because they have the power to change and break old and rotten patterns. They can open the door to a better, happier and healthier world for people. Yet this rarely happens. The main reason is unfamiliarity with how to present an idea. In this article about summary of Made To Stick , we go to the summary of the book “Sustainable Great Idea” by “Chip Heath” and “Dan Heath” to find a way to express our ideas from this escape. If you have pure ideas in your mind, be sure to stay with us until the end of this story. Maybe the idea that is in your mind can make the world a better place to live.

How does an idea become sustainable ?

Every day in the world, amazing ideas come up, but not all of these ideas go anywhere. In fact, most of them disappear quickly.

One of the main reasons for such an adventure is that most of the ideas do not have the necessary characteristics to be sustainable. For instance, they are not attractive, simple and understandable enough. For this reason, even if they are admired at first, they do not remain in anyone’s memory.

Such ideas are not hooked and cannot trap the mind of the audience. Trying to sustain ideas is not just about entrepreneurship or starting a business. In fact, most of the issues that are a little interesting, honest and important to us need to be addressed.

What does it mean to be stable? Perhaps the answer is that our real goal in sustaining our ideas is to understand what we are saying, to influence others, and to make a real difference in our lives and the lives of other people.

Discover the potential of ideas

Ideas that seize the opportunity for sustainability share several characteristics. Let’s look at them together:

1- They like simplicity and are far from complexity

Take a look at forgotten ideas or even ideas that you have in your head. Do these ideas easily remain in the mind? Many ideas are too complex. Your idea should be simple enough to sit in the minds of those who hear it once. It does not matter how attractive your long idea is or even how many years you have spent on it. If you cannot keep your idea simple and concise, you will not find a way to sustain it.

2- Make your idea unpredictable

The next step is to use the formula “surprise + excitement + curiosity”. Your idea should be very surprising in the first step. Because this is the best and most direct way to get users’ attention.

You may need to do some weird things to create this surprise, or present the figures in a different and shocking way. Either way, the beard and the scissors are in your hands. You should make the fire of this surprise as hot as you can and surprise the user. Only then can you enter the next section of your formula.

Remember, the fire of this surprise goes out just as quickly as it does. So you have to have the opportunity and the audience is entertained with surprise candy, clarify the other two senses in him. The second sense is passion and the third sense is curiosity.

Passion and curiosity are two very important and constructive elements of civilization. If man were not eager to discover new things, he would never have used his curiosity to combine the most unwise things, to follow the most impassable paths, and to accomplish the most difficult tasks.

3- Sustainable ideas do not have a vague part

Our minds and all those who hear new ideas are constantly removing obscure things. Ideas that become sustainable are quite clear and understandable. They make sense, convey a concept, and do not try to distort the audience. Some people mistakenly think that if their idea is expressed too harshly and in the form of rare words, it will have the greatest impact on the audience.

Unaware that sustainable ideas must be so simple and clear that they can convey their meaning without your presence. Look at the proverbs. In a short, simple and clear sentence, they convey a great and thought-provoking concept to their audience.

4- Let your audiences validate your idea

What ideas do you think will always be valid? Do your audience believe in the validity of your idea by showing a long list of numbers? The answer to this question is: “Maybe yes and maybe no!” But you can do it so that your idea can easily get the credibility it needs.

To do this, you need to find a way for your audience to test your idea. Of course, it is better to warn that if your idea is to hide something, by implementing this strategy, you will lose your credibility.

5. Target a feeling with your idea

Every idea of ​​sustainability must be tied to a feeling. Choosing this feeling wisely can tie your idea into a jet and move it forward quickly. But if you make a mistake in choosing this feeling, you will easily destroy your idea.

Let’s practice together. Imagine you want to launch a cleaning service application. In this situation, you choose a slogan such as: “Cleanliness with one click”.

How do you feel about this idea? You can use laziness, haste or not having enough time to clean the house. All of this points to one thing: ” Cleanliness is good , but I cannot do it !

6. Tell a story to your audience

What story does your idea tell its listeners? Is this story interesting enough? Can it add anything to the user’s mental experiences? Can it pave the way for the user to identify with the story? Is your story so pleasant and fresh that someone wants to tell it to someone else?

Many interesting ideas are forgotten because there is no interesting story behind them. Do you know a grandmother or grandfather who does not have a new story in Austin for his grandchildren? They tell stories as they walk. Do not doubt that you can do the same.

Why is it sometimes difficult for users to understand ideas?

When you come up with something out of the ordinary, then they have to re-think their position. Because of this, you make a kind of mistake and mistakenly think that other people are just as immersed in your idea as you are.

While the story is quite the opposite. Those who encounter your idea for the first time have no background in it. Sometimes this can cause problems for you to understand the idea and how to convey the concepts. You may even think that you have chosen the wrong audience for your idea. Because it seems that those sitting in front of you do not understand anything.

In order to engage your audience with your idea, you need to use the six strategies we have outlined to build sustainable ideas. Then you can align the complexity of your speech with the level of understanding of your audience and accompany them with you.

How to memorize information with the help of compression?

We live in a world full of information and this is great. However, how are we going to use this information? How do we remember them so that we can use their power when needed? Or more importantly, how do we convey a significant amount of information to others in a small, short message?

The best way to do this is to turn raw data into meaningful concepts. This gives our minds a clue to pinning new data to old concepts.

In this way, not only can we memorize a lot of data this way, but we also do not allow it to be easily forgotten. In addition, the use of examples can help us to build compact and deep messages.

This is especially useful when we are faced with a very new concept and without a similar example we cannot understand the new option. It is enough for someone to give a familiar example about that new thing. In that case, we replace all the unfamiliar parts with familiar parts of the example, and arrive at a comprehensible mental model.

In search of attention

Attention is a pure and precious commodity that you cannot find in any market. There is no such thing as an “attention seller” job. They do not even pay attention to anyone for free. Attention must be drawn by the person who needs it. You can either get the attention of others or you cannot. There is nothing between this ability. But how do you really get others to pay attention to something?

Maybe we should turn the issue upside down and ask ourselves why others do not pay attention? There are different answers to this question; For example, they are indifferent to the subject, and our boasting does not make a difference, or there is no common ground between our idea and their lives.

Maybe their ears are full of such talk and when they see us, they say to themselves: “This is one like the others!” In fact, they all point to one point: “Attention is captured in the form of repetitive patterns.” So, the only way to get attention is to break the old patterns.

Then people will pay attention to what we offer. Of course, this broken pattern also becomes an old pattern in a short time. But by then, we’ve gotten the little attention we need and become a role model.

A simple shortcut to get the attention of others

Stimulating curiosity is an option that can lead us to attract the attention of all people. In order to awaken the dormant giant of curiosity in others, we must create a vague point in their knowledge.

We draw the other side to this ambiguous part, make it more ambiguous for him, and create the need for this ambiguity in him.

We can use confusing questions to highlight these vague points. The interesting thing is that each of these strange and sometimes funny questions raises a question in the mind of the audience. For example:

Do you know the main secret of getting rich?

-No! What is?

Protect your body against viruses by eating this food!

-Which food?!

Why is the bed not a good place to sleep?!

-not suitable?! So the slate is probably right! Let me see what this crazy says!

The hook is thrown, ambiguity is created, and our fish – our target audience – find themselves preying. The more ambiguity and surprise your hook creates in the audience, the more their curiosity is aroused and, consequently, the more attention they give to us and our idea.

How do we bring our ideas down from the clouds?

Many ideas are lost since they seem so unattainable. Take a look at these examples:

  • Creating interplanetary shelter for future generations of humans
  • Protection of the indigenous infrastructure of a certain region
  • The need to install and pay attention to mobile ATMs located in city buses
  • And…

Aside from the fact that such writings are difficult to understand at first glance, they are also far from being accessible. Because our minds do not find a way to experience them. Now let’s make this clearer:

  • Build a house on Mars or other planets
  • Preservation of antiquities of such and such region
  • Put the card reader on the buses

The concepts became clearer. Now we can think of physical equations for them in our minds. We may even go beyond that and touch a thousand-year-old ancient wall in our minds. Remember, your audience has no mental image of your idea or statement.

Maybe because of the closeness you have to your idea, you can wrap it up in rigid words and descriptions, yet your audience does not have the slightest news of the story within this complexity. He is looking for a clear sign so that he can reach the conclusion you are talking about.

The easiest way to familiarize your audience with new things is to combine it with familiar and tangible things. He, who has been so confused and very curious before, soon takes the clue you give him and goes up.

How can we give credit to an idea?

Validating an idea means believing it. Many ideas come and go every day. For example, one day they say the earth is round, the next day they wake up and say that the earth is flat. One day they talk about the wide hole of the ozone layer and the next day they say that this layer is being repaired.

One day they say cactus can reduce the negative effects of WiFi waves, the next day they say do not be fooled, these are all rumors. Fortunately, we only believe in a few of these ideas. Therefore, it may be better to look at the reasons for believing or not believing an idea instead of examining the ideas.

Why do we reject some ideas and open our arms to others? Perhaps the main reason for this is to “look at our trusted sources.”

Most of the things we encounter are at least in one sense new and we do not know much about them. Therefore, we close our eyes to the reaction of people whose words and behavior we accept e.g. if our elder brother, who has been in the stock market for several years, has a positive opinion about a new stock, we simply believe in the idea that some stock is growing. Even if it turns out to be the opposite later, we say, “Well, it grow up at first, didn’t it?”

These trusted resources are not limited to humans. Things like “religion” and “experience” can also make us blindly accept an issue.

Now the main question is what if none of the people we know approve of this new idea? Is that idea doomed to be rejected? Ideas that get stuck in this situation must have an inner validity. This inner credibility gives them the opportunity to try their luck at gaining the trust of different people. But how? We will tell you.

A simple way to increase the internal credibility of an idea

There is a proverb that says, “The devil lies in the details.” If our idea does not have anyone to support, we must give it the credibility it needs by giving it in simple, accurate, honest, meaningful, and narrative detail.

What exactly does your idea do? What makes it better? How does it address this improvement? Is there a story of better situations, people and situations as a result of using this idea? Explain it. Give details. Do not miss anything.

Summon all the positive points of your idea and make your idea stand alone with a powerful army of details. This will make your idea seem credible without relying on anyone and eliminate all doubts.

Discover the missing part idea and action correlation

Ideas that are sustained, target the audience’s feelings in a simple and direct way and make them pay full attention to it. The important part of this story is that ideas tied to emotion become action much faster.

You may think that in order to tie your idea to a feeling, you have to create a new feeling. However, there is no need for all this effort. Our minds are full of old and defined feelings. All you have to do is pin your idea to an old feeling in the audience’s mind. Of course, you do not have to go far. Ordinary people’s literature is full of pure examples to practice.

The subtle productive changes that the audiences make on your idea

One of the clear consequences of accepting an idea by the audience is to change it. Ideas that penetrate the heart and mind of the audience change for many reasons. Maybe their meaning will change, the way they will be used will change, and even your initial idea will grow in the hands of the audience and become something worth presenting.

In any case, this is the fate of accepted ideas. They do not remain constant. Because each audience understands the idea in a special way because of the way they look at the world and themselves. In the meantime, he realizes that parts of the idea are additional, or even adding a few new parts can complete the idea. For this reason, changing an idea means personalizing it to the number of audiences on earth.

The more an idea is personalized, the deeper the audience’s connection with it. This means that your idea has finally found its way to sustainability and sustainability.

It is your job to discover what that is and to bring it about. Your audience may not use the idea the way it was delivered, but if they understand the concept, it will lead you to the success you have been searching for.

What was the main message of “Made To Stick”?

This book [ Made to Stick ] provides a complete guide to how to sustain ideas for their creators. This book opens the way for new ideas to survive by giving real examples and using solutions drawn from the heart of the enduring ideas of history.

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