Brand Autopsy: MADE TO STICK

December 22, 2006

MADE TO STICK

NOTE: To learn the gist of MADE TO STICK, read this Brand Autopsy post from Jan. 10, 2007.

Jog your memory all the way back to Malcolm Gladwell's discussion of "The Stickiness Factor" from THE TIPPING POINT. If your mind is already tired of jogging ... then, familiarize yourself again with this excerpt on Stickiness from the book:

"This idea of the importance of stickiness in tipping has enormous implications for the way we regard social epidemics as well. We tend to spend a lot of time thinking about how to make messages more contagious -- how to reach as many people as possible with our products or ideas. But the hard part of communication is often figuring out how to make sure a message doesn't go in one ear and out the other. Stickiness means that a message makes an impact. You can't get it out of your head. It sticks in your memory." [SOURCE]

Gladwell did a great job writing about Stickiness. But, he never really explained, in step-by-directions, how to achieve stickiness. Enter the Heath brothers, Chip & Dan. Chip is a Stanford Prof and Dan is an Education Consultant. Together, they have written what could be the breakthrough business book of 2007 for creatives, marketers, and anyone else responsible for communicating ideas and/or messages.

MADE TO STICK: Why Some Ideas Survive and Others Die is set to be published in 2007. I've read a preview of the book and participated in a mini-workshop Dan gave last month in Chicago. I became a fan of the book after reading and became an evangelist for the book after participating in Dan's workshop.

I'll write much more on the book next month. For now, whet your appetite by visiting the MADE TO STICK website and add the just-launched MADE TO STICK blog to your RSS feed.

Oh yeah ... Time Magazine pimped MADE TO STICK back in October with this interesting article.

Dec 22, 2006 7:34:00 AM | Business Book Musings, Raves