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Made to Stick: Why Some Ideas Survive and Others Die
by Chip Heath and Dan Heath
Published: 2007
Recommended by Books of the Channel
Categories: marketing, leadership
Why should you read it?
Although it is not directly related to how to build a channel ecosystem, this book is a great source of inspiration for leaders or partner managers who are designing a message to communicate with their partner audience. The key purpose of this book is about undercovering the tactics to make an idea stick. As we all need to communicate effectively to drive awareness and behavior, this becomes an essential aspect of a leader's skillset. The difference between a cool idea and a sticky idea is what can turn good into great.
What is the book about?
The authors present 6 principles which can help an idea stick, which can be summarized with the acronym SUCCESs (Simple, Unexpected, Concrete, Credentialed, Emotional and Story). The book offers practical guidance to help you tailor an idea to be creative and more effective with the audience and spread it with other people.
Best takeaway
Quoting principle #3 (concreteness) to make ideas stick, authors refer to the fact "we must explain our ideas in terms of human actions, in terms of sensory information. And this is where so much business communication goes awry". Can you represent your big idea and action for the (partner) audience with a single picture? Can you now add sensory or emotional flavor to it? Sticky ideas can be represented with very concrete images, that is the only way to ensure it remains clear and consistent to anyone in the audience.
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