Made to Stick (book)

"Made to Stick" is a book by Chip Heath and Dan Heath that examines why some ideas succeed in capturing attention and influencing people, while others don’t. The authors identify key principles—such as simplicity, unexpectedness, concreteness, credibility, emotions, and stories—that make an idea memorable and impactful. They provide practical strategies to craft messages that stick in people's minds, whether in marketing, education, or everyday communication. The book emphasizes clarity and resonance, helping you turn ideas into powerful, lasting impressions.