Therefore, sticky ideas must be concrete and realistic. Most people aren’t comfortable with doing most of their thinking in the abstract realm. Unexpected concepts and ideas can be shocking or simply clever takes on familiar ideas that look at an issue in a new way. That is to say, a sticky idea will be novel and attention-grabbing, as things we are already aware of or comfortable with are simply not that interesting to our brains. The next major aspect is that an idea must be unexpected. Simplicity does not refer to the length or breadth of an idea, but most great ideas have a core element that can be easily understood and which the concept can be boiled down to if needed. The vast majority of sticky or interesting ideas are not necessarily complex or difficult for the average person to understand. The first major sticky quality is simplicity.
These core qualities can be summarized by an acronym: Simple Unexpected Concrete Credible Emotional Stories, or SUCCES. A 3 Minute Summary of the 15 Core LessonsĬhip and Dan Heath propose that there are six core qualities or aspects that make ideas and concepts sticky or more likely to remain in the public consciousness than others.
This book explores why certain ideas or concepts are more interesting and “sticky” to society than others. Made to Stick: Why Some Ideas Survive and Others Die is a 2007 book written by brothers Dan and Chip Heath.
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