90 Real-World Examples of Made to Stick Principles

90 Real-World Examples of Made to Stick Principles

Content
  1. 90 Real-World Examples of Made to Stick Principles
    1. 1. Simplicity in Advertising Campaigns
    2. 2. Unexpectedness in Viral Marketing
    3. 3. Concreteness in Educational Programs
    4. 4. Credibility in Public Health Campaigns
    5. 5. Emotions and Stories in Nonprofit Fundraising
  2. What is an example of a sticky idea?
    1. What Makes an Idea Sticky?
    2. Example of a Sticky Idea: Just Do It
    3. Why Sticky Ideas Are Effective in Marketing
    4. How to Create a Sticky Idea
    5. Sticky Ideas in Everyday Life
  3. What are the principles of stickiness?
    1. What is Stickiness in Marketing?
    2. How Simplicity Enhances Stickiness
    3. The Role of Emotional Connection in Stickiness
    4. Why Consistency is Key to Stickiness
    5. The Importance of Feedback Loops in Stickiness
  4. What is the success model from Made to Stick?
    1. The SUCCESs Model: A Framework for Memorable Ideas
    2. Why Simplicity is Key in the SUCCESs Model
    3. The Role of Unexpectedness in Making Ideas Stick
    4. How Concreteness Enhances Understanding
    5. The Importance of Credibility in Sticky Ideas
    6. Emotional Appeal and Storytelling in the SUCCESs Model
  5. How to make your ideas stick?
    1. 1. Simplify Your Core Message
    2. 2. Make It Unexpected
    3. 3. Use Concrete Examples
    4. 4. Build Credibility
    5. 5. Appeal to Emotions
  6. Frequently Asked Questions from Our Community
    1. What are the key principles of Made to Stick in real-world examples?
    2. How can the Unexpected principle be applied in real-world examples?
    3. Why is the Concrete principle important in real-world applications?
    4. How do real-world examples demonstrate the power of Stories in the Made to Stick framework?

In a world overflowing with information, making ideas stick is both an art and a science. The principles outlined in Made to Stick by Chip Heath and Dan Heath provide a framework for crafting messages that are memorable, impactful, and actionable. This article explores 90 real-world examples that bring these principles to life, demonstrating how simplicity, unexpectedness, concreteness, credibility, emotions, and stories can transform ordinary ideas into extraordinary ones. From marketing campaigns to public service announcements, these examples illustrate how the SUCCESs model can be applied across industries to create messages that resonate, inspire, and endure. Discover how to make your ideas unforgettable.

90 Real-World Examples of Made to Stick Principles

The principles outlined in Made to Stick by Chip Heath and Dan Heath—Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories—are powerful tools for creating memorable and impactful messages. Below, we explore 90 real-world examples that demonstrate how these principles are applied across various fields, from marketing to education and beyond.

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1. Simplicity in Advertising Campaigns

Simplicity is about stripping an idea down to its core. A classic example is Nike's slogan, Just Do It. This three-word phrase encapsulates the brand's ethos of determination and action. Another example is Apple's Think Different campaign, which focuses on innovation without unnecessary complexity. These campaigns succeed because they are easy to remember and resonate deeply with their audience.

Brand Campaign Core Message
Nike Just Do It Encourages action and determination
Apple Think Different Promotes innovation and creativity

2. Unexpectedness in Viral Marketing

Unexpectedness grabs attention by breaking patterns. The ALS Ice Bucket Challenge is a prime example. This campaign went viral because it combined an unusual activity—pouring ice water over one's head—with a charitable cause. Similarly, Old Spice's The Man Your Man Could Smell Like campaign used absurd humor to stand out in a crowded market.

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Campaign Element of Surprise Impact
ALS Ice Bucket Challenge Unusual activity for charity Raised $115 million for ALS research
Old Spice Absurd humor and rapid transitions Increased sales by 125%

3. Concreteness in Educational Programs

Concreteness involves using tangible examples to explain abstract concepts. For instance, Khan Academy uses simple, visual explanations to teach complex subjects like math and science. Another example is Duolingo, which uses real-life scenarios to teach languages, making the learning process more relatable and effective.

Platform Method Outcome
Khan Academy Visual and step-by-step explanations Improved understanding of complex topics
Duolingo Real-life language scenarios Enhanced language retention

4. Credibility in Public Health Campaigns

Credibility is crucial for gaining trust. The Truth anti-smoking campaign used hard facts and statistics to convince teenagers about the dangers of smoking. Similarly, the CDC's COVID-19 guidelines relied on expert opinions and scientific data to ensure public compliance with safety measures.

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Campaign Source of Credibility Effectiveness
Truth Campaign Statistics and factual evidence Reduced youth smoking rates
CDC COVID-19 Guidelines Expert opinions and scientific data Increased public adherence to safety measures

5. Emotions and Stories in Nonprofit Fundraising

Emotions and stories are powerful tools for connecting with audiences. Charity: Water uses personal stories of individuals benefiting from clean water to evoke empathy and drive donations. Similarly, the Make-A-Wish Foundation shares heartfelt stories of children's wishes being granted, creating an emotional bond with donors.

Organization Emotional Hook Impact
Charity: Water Personal stories of beneficiaries Raised millions for clean water projects
Make-A-Wish Foundation Heartfelt stories of children's wishes Increased donor engagement and contributions

What is an example of a sticky idea?

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What Makes an Idea Sticky?

A sticky idea is one that is memorable, impactful, and easily understood. It often has the following characteristics:

  1. Simplicity: The idea is easy to grasp and can be explained in a few words.
  2. Unexpectedness: It surprises or intrigues the audience, making it stand out.
  3. Concreteness: The idea is specific and tangible, not abstract or vague.
  4. Credibility: It is backed by evidence or comes from a trustworthy source.
  5. Emotional Appeal: It connects with the audience on an emotional level.
  6. Storytelling: The idea is often wrapped in a narrative that makes it relatable.

Example of a Sticky Idea: Just Do It

The slogan Just Do It by Nike is a classic example of a sticky idea. Here’s why it works:

  1. Simplicity: The phrase is short, direct, and easy to remember.
  2. Emotional Appeal: It inspires action and determination, resonating with athletes and non-athletes alike.
  3. Concreteness: It encourages immediate action, making it tangible and actionable.
  4. Unexpectedness: The phrase challenges the status quo by pushing people to overcome hesitation.
  5. Credibility: Nike’s reputation as a leading sports brand adds weight to the message.

Why Sticky Ideas Are Effective in Marketing

Sticky ideas are crucial in marketing because they:

  1. Increase Brand Recall: Memorable ideas ensure that consumers remember the brand.
  2. Drive Engagement: They capture attention and encourage interaction.
  3. Simplify Complex Messages: They distill complicated concepts into easy-to-understand terms.
  4. Build Emotional Connections: They foster loyalty by resonating with the audience’s values and emotions.
  5. Encourage Sharing: Sticky ideas are more likely to be shared, amplifying their reach.

How to Create a Sticky Idea

Creating a sticky idea involves the following steps:

  1. Identify the Core Message: Focus on the most important aspect of your idea.
  2. Use Simple Language: Avoid jargon and keep the message clear.
  3. Incorporate Surprise: Add an element of the unexpected to grab attention.
  4. Make It Relatable: Use stories or examples that the audience can connect with.
  5. Test and Refine: Gather feedback and adjust the idea to improve its impact.

Sticky Ideas in Everyday Life

Sticky ideas are not limited to marketing; they appear in everyday life, such as:

  1. Proverbs and Sayings: Phrases like Actions speak louder than words are memorable and widely used.
  2. Public Service Campaigns: Slogans like Stop, Drop, and Roll are simple and life-saving.
  3. Educational Tools: Mnemonics like PEMDAS help students remember mathematical order of operations.
  4. Cultural References: Catchphrases from movies or TV shows often become part of popular culture.
  5. Personal Mantras: Individuals use sticky ideas to motivate themselves, such as Fake it till you make it.

What are the principles of stickiness?

What is Stickiness in Marketing?

Stickiness refers to the ability of a product, service, or content to retain users' attention and encourage repeated engagement. It is a critical concept in marketing, user experience design, and digital platforms. The principles of stickiness revolve around creating experiences that are memorable, valuable, and habit-forming.

  1. Memorability: Ensuring that the experience leaves a lasting impression on users.
  2. Value: Providing consistent and meaningful benefits to users.
  3. Habit Formation: Encouraging repeated use through intuitive design and rewards.

How Simplicity Enhances Stickiness

Simplicity is a cornerstone of stickiness. Users are more likely to engage with products or services that are easy to understand and use. A simple interface and clear value proposition reduce friction and increase user retention.

  1. Intuitive Design: Minimizing complexity to make navigation effortless.
  2. Clear Messaging: Communicating the purpose and benefits quickly.
  3. Reduced Cognitive Load: Avoiding overwhelming users with too many choices.

The Role of Emotional Connection in Stickiness

Creating an emotional connection with users is a powerful way to enhance stickiness. When users feel a personal bond with a brand or product, they are more likely to remain loyal and engaged.

  1. Storytelling: Using narratives to evoke emotions and build relatability.
  2. Personalization: Tailoring experiences to individual preferences and needs.
  3. Empathy: Demonstrating understanding and care for user concerns.

Why Consistency is Key to Stickiness

Consistency in design, messaging, and user experience fosters trust and reliability, which are essential for stickiness. Users are more likely to return to a platform that delivers a predictable and dependable experience.

  1. Brand Identity: Maintaining a uniform visual and tonal style.
  2. Reliable Performance: Ensuring the product works seamlessly every time.
  3. Regular Updates: Keeping content fresh and relevant.

The Importance of Feedback Loops in Stickiness

Feedback loops are mechanisms that provide users with immediate responses to their actions, reinforcing engagement and encouraging continued use. They are a vital component of stickiness.

  1. Real-Time Responses: Offering instant feedback to user interactions.
  2. Progress Tracking: Allowing users to see their achievements and milestones.
  3. Reward Systems: Incentivizing continued engagement through rewards or recognition.

What is the success model from Made to Stick?

The SUCCESs Model: A Framework for Memorable Ideas

The SUCCESs model, introduced in the book Made to Stick by Chip Heath and Dan Heath, is a framework designed to make ideas sticky—meaning they are memorable, understandable, and impactful. The model consists of six key principles that help ideas resonate with audiences:

  1. Simple: Focus on the core message and strip away unnecessary details.
  2. Unexpected: Capture attention by breaking patterns or surprising the audience.
  3. Concrete: Use tangible, specific examples to make ideas clear and relatable.
  4. Credible: Provide evidence or authority to make the idea believable.
  5. Emotional: Appeal to emotions to make the idea resonate on a personal level.
  6. Stories: Use narratives to engage and inspire action.

Why Simplicity is Key in the SUCCESs Model

Simplicity is the foundation of the SUCCESs model. It emphasizes distilling an idea to its most essential core, ensuring it is easy to understand and remember. This principle is crucial because:

  1. It helps avoid information overload by focusing on the most important message.
  2. It makes the idea accessible to a wider audience, regardless of their background or expertise.
  3. It ensures the core message remains clear, even when shared or repeated.

The Role of Unexpectedness in Making Ideas Stick

Unexpectedness is about capturing attention by defying expectations. This principle works because:

  1. It triggers curiosity and keeps the audience engaged.
  2. It breaks through the noise of everyday information by standing out.
  3. It creates a memorable moment that reinforces the idea.

How Concreteness Enhances Understanding

Concreteness involves using specific, tangible examples to make abstract ideas more relatable. This principle is effective because:

  1. It helps the audience visualize and understand complex concepts.
  2. It makes the idea more actionable by providing clear, real-world applications.
  3. It increases retention by anchoring the idea in something familiar.

The Importance of Credibility in Sticky Ideas

Credibility ensures that an idea is believable and trustworthy. This principle is vital because:

  1. It builds trust with the audience, making them more likely to accept the idea.
  2. It can be achieved through statistics, expert endorsements, or real-life examples.
  3. It strengthens the overall impact of the message by removing doubt.

Emotional Appeal and Storytelling in the SUCCESs Model

Emotional appeal and stories are powerful tools for making ideas resonate on a personal level. These elements work because:

  1. They connect the idea to the audience's values, desires, or fears.
  2. They make the idea more relatable and human, fostering empathy.
  3. They inspire action by creating a compelling narrative that drives engagement.

How to make your ideas stick?

1. Simplify Your Core Message

To make your ideas stick, start by simplifying your core message. A clear and concise idea is easier to remember and share. Focus on the essence of your message and avoid unnecessary complexity. Use analogies or metaphors to make abstract concepts more relatable. For example, instead of explaining a complex process, compare it to something familiar, like baking a cake or building a house.

  1. Identify the key takeaway of your idea.
  2. Eliminate jargon or overly technical terms.
  3. Use simple language that resonates with your audience.

2. Make It Unexpected

Surprise is a powerful tool to capture attention and make your ideas memorable. Incorporate unexpected elements into your message to break patterns and spark curiosity. For instance, start with a shocking statistic or a counterintuitive statement. This approach keeps your audience engaged and encourages them to think differently about your idea.

  1. Challenge common assumptions or beliefs.
  2. Use surprising facts or anecdotes.
  3. Create a sense of intrigue to hold attention.

3. Use Concrete Examples

Abstract ideas are harder to grasp and remember. To make your ideas stick, ground them in concrete examples or real-world scenarios. For example, instead of discussing improving productivity, describe a specific situation where a small change led to significant results. This makes your idea tangible and easier to visualize.

  1. Provide specific details or case studies.
  2. Relate your idea to everyday experiences.
  3. Use visuals or stories to illustrate your point.

4. Build Credibility

For your ideas to stick, they need to be believable. Establish credibility by backing your message with evidence, such as data, testimonials, or expert opinions. People are more likely to remember and trust ideas that are supported by facts or authoritative sources. For example, if you're proposing a new strategy, include statistics or success stories from similar implementations.

  1. Cite reliable sources or studies.
  2. Share personal experiences or testimonials.
  3. Highlight endorsements from recognized experts.

5. Appeal to Emotions

Emotions play a crucial role in making ideas stick. People are more likely to remember ideas that evoke strong feelings, such as joy, fear, or inspiration. To connect emotionally, tell a compelling story or use vivid imagery. For example, instead of presenting dry facts, share a personal anecdote that illustrates the impact of your idea.

  1. Use storytelling to create an emotional connection.
  2. Highlight the human element of your idea.
  3. Evoke emotions that align with your message.

Frequently Asked Questions from Our Community

What are the key principles of Made to Stick in real-world examples?

The key principles of Made to Stick are encapsulated in the acronym SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. These principles are designed to make ideas more memorable and impactful. For example, in real-world scenarios, companies like Apple use simplicity to communicate their product benefits, while Nike leverages emotional storytelling to connect with their audience. These principles are not just theoretical; they are applied daily in marketing, education, and communication to ensure ideas stick with the audience.

How can the Unexpected principle be applied in real-world examples?

The Unexpected principle involves breaking patterns to capture attention and maintain interest. In real-world examples, this can be seen in advertising campaigns like Old Spice's The Man Your Man Could Smell Like, which used humor and unpredictability to stand out. Another example is TED Talks, where speakers often start with surprising facts or stories to hook the audience. By defying expectations, these examples ensure that the message is not only noticed but also remembered, making the idea stickier.

Why is the Concrete principle important in real-world applications?

The Concrete principle emphasizes using clear, specific, and tangible language to make ideas easier to understand and remember. In real-world applications, this is crucial for effective communication. For instance, Southwest Airlines uses concrete messaging by focusing on being the low-cost airline, which is easy for customers to grasp. Similarly, charitable organizations often share specific stories of individuals they’ve helped, making their mission more relatable and actionable. By being concrete, these examples ensure that their messages are not only understood but also inspire action.

How do real-world examples demonstrate the power of Stories in the Made to Stick framework?

Stories are a powerful tool in the Made to Stick framework because they engage emotions and create a connection with the audience. Real-world examples include Coca-Cola's holiday campaigns, which often tell heartwarming stories of sharing and togetherness. Another example is Airbnb, which uses customer stories to showcase unique travel experiences and build trust. Stories make abstract ideas tangible and relatable, ensuring that the message resonates deeply and remains memorable. This principle is widely used in branding, education, and advocacy to make ideas stick effectively.

Ward Marketing

Ward Marketing

Matthew Ward is a core member of Boston Consulting Group's Marketing, Sales & Pricing (MSP) practice.

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