But this is not enough for the idea to remain viable, it is also necessary to keep attention.Ģ- KEEPING PEOPLE’S ATTENTION. People adapt incredibly quickly to consistent patterns. First of all, we have to excite people with our ideas, we have to stand out from the array in some way. PRINCIPLE 2: UNEXPECTEDNESSįor the idea to go viral, we need to break people’s expectations.ġ- GETTING PEOPLE’S ATTENTION. Analogies allow you to understand a compact message because they correspond to concepts that you already know. To do this, you will need to know the schemes that people usually use when thinking, as well as learn how to use analogies. In some cases, to create simple but sticky messages, you’d better replace something difficult to think about with something easy. Compact is also important because there is a limit to the amount of information we can remember at the same time. With the help of a well-chosen essence, such ideas acquire depth. Core messages remind people of what’s important. You must first find the core of the message and then share the core.
The authors propose the following formula to explain what simplicity is in this situation:
The Golden Rule is the ultimate model of simplicity: a one-sentence statement so profound that an individual could spend a lifetime learning to follow it. So, what does the SUCCESs formula mean? Chip Heath and Dan Heath have dedicated a separate chapter to each principle to describe the mechanism of operation in more detail. In this case, it will be easier for you to remember the checklist for a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. If you look closely, then from these six words, you can form the acronym SUCCESs. They called them the six principles of sticky ideas. Nevertheless, the authors studied a large number of different sources with influential ideas that have been in people’s minds for a long time, such as proverbs, urban legends, conspiracy theories, wartime rumors, jokes, and others, and tried to highlight the main characteristics that unite them. It is known that people have many common features, at the same time, no one should forget that each of us is individual. Of course, there is no universal formula for creating sticky ideas that could solve your problems once and for all, just as there is no one cure for all diseases. But what makes some ideas popular and so successful, and others, although they may be more truthful, are not viable? And how do you still make your ideas work? In their book Made to Stick: Why Some Ideas Survive and Others Die Chip Heath and Dan Heath, based on their experience and research, have tried to give answers to these questions. An idea that can penetrate people’s hearts, stay in their memory, change their behavior is a truly HUGE IDEA.
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