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In their book Made to Stick: Why Some Ideas Survive and Others Die, Chip and Dan Heath provide a framework for creating ideas that are “sticky”–memorable and persuasive. They argue that for an idea to stick, it must make the audience pay attention, understand and remember it, agree with or believe it, care about it, and be able to act upon it.

In addition to this framework, the authors created a complimentary checklist called SUCCESs:

• Unexpectedness: Ideas that are unexpected grab our attention and make us want to learn more.
• Concreteness: Concrete ideas are easier to understand and remember than abstract ideas.
• Credibility: Ideas that are credible are more likely to be believed and accepted.
• Emotions: Ideas that evoke emotions are more likely to be remembered and cared about.
• Stories: Stories are a powerful way to communicate ideas and motivate people to act.

In fact, one of the most important insights in Made to Stick is the importance of story. Stories are a powerful way to communicate ideas and motivate people to act. They are effective because they simulate and inspire. The Heath brothers provide a number of reasons why stories are so effective:

• Stories are concrete and easy to understand.
• Stories are memorable and engaging.
• Stories evoke emotions.
• Stories allow us to learn from the experiences of others.
• Stories motivate us to take action.

For example, a story about a person who overcame a challenge can inspire us to overcome our own challenges. A story about a person who is suffering can motivate us to help others. And a story about a person who has achieved a goal can motivate us to achieve our own goals. They mention that using “story” in business can difficult, not because stories are ineffective, but rather because it’s hard to find people who can both recognize and deliver stories in a business setting. However, make no mistake about it, stories are the fastest throughline to connecting with an audience.

Of course, I must remain objective, and so I have one minor criticism of the book: some of the examples feel dated. For example, there is a Jared from Subway example. As you likely know, since the release of this book, Jared has become embroiled in controversy. It should be noted, though, that I read the original version of the book and there have since been updates. It’s entirely possible newer additions revised some of these dated sections. No matter what the case may be, the core principles of the book remain valid, and the examples are still useful for illustrating the points that the Heaths are making.

I believe Made to Stick is a valuable resource for anyone who wants to create ideas that stick, whether you are in business, a teacher, or simply someone who wants to be more persuasive.