Recently I finished Chip Heath and Dan Heath’s book Made to Stick: Why Some Ideas Survive and Others Die and they give six principles for making ideas stick. To preface, the Heath brothers do say, “there is no ‘formula’ for a stickY idea — we don’t want to overstate the case. But sticky ideas do draw from a common set of traits, which make them more likely to succeed” (15).
- Simplicity. Being short is not the goal but rather proverbial sayings that are simple and profound. An example of this would be the Golden Rule.
- Unexpectedness. People will pay attention if you violate their expectations.
- Concreteness. Explain your ideas in ways people can understand and remember it.
- Credibility. We believe because of our parents, friends, experiences we’ve had, religious beliefs, etc. Credibility comes as people agree and believe your idea.
- Emotions. Make a person “feel” something and they’ll be more inclined to care about your idea.
- Stories. Stories are compelling and help people visualize acting on the idea presented.