Book Review: Made to Stick.
The book makes a compelling case for why data alone isn’t enough.

Why do some messages stay with us while others vanish?
This book digs into the science and psychology of communication, exploring what makes certain ideas unforgettable. Using real-life stories and research, the authors uncover why urban legends, inspirational tales, and even misleading rumors have such staying power—and how you can harness those same principles to share your own ideas more effectively.
TL;DR: "Made to Stick" teaches why some ideas survive and others fade, offering a powerful, practical framework—the SUCCESs model—for crafting ideas that are memorable, persuasive, and impactful. Whether you're a teacher, marketer, entrepreneur, or leader, this book shows you how to make your message resonate and stick.


Chip Heath is a professor of organizational behaviour at Graduate School of Business at Stanford University. Dan Heath, a former researcher at Harvard, is a consultant and developer of innovative textbooks. They also write a regular feature for Fast Company magazine
What you will learn from this book
The SUCCESs framework for sticky ideas
The heart of the book is the SUCCESs framework—an acronym for six key traits of ideas that stick:
- Simple: Strip your idea to its core. What’s the most important takeaway?
- Unexpected: Surprise grabs attention. How can you break patterns?
- Concrete: Abstract ideas fade; concrete images stick.
- Credible: People believe trustworthy sources—or even vivid detail.
- Emotional: People care more when they feel something.
- Stories: Stories act as “flight simulators” for your ideas—guiding behavior through narrative.
Each trait is explored with vivid examples and clear tactics, giving you tools to evaluate and sharpen your messaging.
Examples we can follow
The movie popcorn example in Made to Stick is used to highlight the power of concreteness in communication—specifically, how making abstract data tangible can drive action.
🍿 The Movie Popcorn Study
In the early 1990s, the Center for Science in the Public Interest (CSPI) wanted to alert the public about the health dangers of movie theater popcorn, which at the time was popped in coconut oil—very high in saturated fat.
Rather than just saying, "A medium-sized popcorn has 37 grams of saturated fat," which few people could relate to, they made the data concrete:
“That’s more saturated fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings—combined.”

This vivid comparison grabbed headlines and made the message stick. People could now see and feel the health implications of eating that popcorn.
Would you like more examples like this from the book?
Getting past the "Curse of Knowledge"
One major communication roadblock is the "Curse of Knowledge"—when you know something so well, you forget what it’s like not to know it. The Heath brothers help you identify when this bias is getting in the way of clear communication and how to break your ideas down so your audience can grasp and relate to them easily.
The power of storytelling and emotion in persuasion
The book makes a compelling case for why data alone isn’t enough. If you want people to remember your message—or act on it—you need to tie it to human experience. Stories, metaphors, and emotionally resonant examples are not fluff; they are tools of impact.
Making ideas actionable, not just memorable
Sticky ideas don’t just linger—they inspire action. The authors explain how to move beyond just sharing knowledge to shaping behaviour, whether you're training a team, pitching an idea, or sparking change.
I get books like this using Blinklist, which is a great resource.
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier.