Made to Stick: Why Some Ideas Survive and Others Die

Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”

Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”

In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.

Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.

Burying the Lead

Every time I reread my blog posts, the same thought comes to my mind – “man, I buried the lead again”.

I learned about leads from “Made to Stick: Why Some Ideas Survive and Others Die” by Chip and Dan Heath. It is a short book, but one that influenced me deeply. Every blogger out there should read it.

Burying a lead“, in the jargon of journalists means boring the reader before getting to the juicy part. A “lead” or “lede” is the first sentence of the story.

In the book, there’s an anecdote about a journalism teacher giving his students an assignment:

” … They would write the lead of a newspaper story. The teacher reeled off the facts: “Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Amnong the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund ‘Pat’ Brown. “

Apparently, most students produced a lead that lumped all these facts into a single sentence. The teacher read all the submissions and then announced:

“The lead to the story is ‘There will be no school next Thursday’ “

I am having a huge problem with writing in “inverted pyramid” style. The juicy parts of my posts are usually at the bottom.

Think about it, most blog readers, especially the ones that matter suffer from add, and often do not get to the bottom of the article. This means they won’t link to it, won’t digg it.

I am trying to improve, but writing is a difficult art to master. I just wish I took more writing classes.