90 Real-World Examples of Made to Stick Principles

In today’s fast-paced world, capturing attention and making ideas memorable is more important than ever. The principles outlined in Made to Stick by Chip and Dan Heath provide a powerful framework for creating messages that resonate and endure. This article explores 90 real-world examples that bring these principles to life, showcasing how simplicity, unexpectedness, concreteness, credibility, emotions, and stories can transform ordinary ideas into unforgettable ones. From marketing campaigns to public service announcements, these examples demonstrate how the Made to Stick principles are applied across industries, offering valuable insights for anyone looking to craft compelling and impactful communication.

90 Real-World Examples of Made to Stick Principles

The principles outlined in the book Made to Stick by Chip Heath and Dan Heath have been widely applied across various industries to create memorable and impactful messages. Below, we explore 90 real-world examples that demonstrate how these principles—Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories—can be effectively utilized to make ideas stick.

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1. Simplicity in Advertising Campaigns

Simplicity is about stripping an idea down to its core. A great example is Nike's slogan, Just Do It. This three-word phrase encapsulates the brand's ethos of motivation and action. By focusing on a simple, powerful message, Nike has created a timeless and universally relatable campaign.

Brand	Message	Impact
Nike	Just Do It	Global recognition and brand loyalty
Apple	Think Different	Positioned as an innovative leader

2. Unexpectedness in Viral Marketing

Unexpectedness grabs attention by defying expectations. The ALS Ice Bucket Challenge is a prime example. This campaign went viral because it combined an unexpected action—pouring ice water over one's head—with a meaningful cause. The surprise element made it highly shareable and memorable.

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Campaign	Unexpected Element	Result
ALS Ice Bucket Challenge	Pouring ice water on oneself	Raised $115 million for ALS research
Old Spice: The Man Your Man Could Smell Like	Absurd humor and rapid scene changes	Increased sales by 125%

3. Concreteness in Product Descriptions

Concreteness involves using specific, tangible language. For instance, Dollar Shave Club launched with a video that clearly explained their service: For a dollar a month, we send high-quality razors to your door. This concrete message resonated with consumers tired of overpriced razors.

Company	Concrete Message	Outcome
Dollar Shave Club	$1/month for razors delivered to your door	Acquired by Unilever for $1 billion
Slack	Where work happens	Rapid adoption in workplaces worldwide

4. Credibility in Health Campaigns

Credibility is crucial for trust-building. The Truth anti-smoking campaign used hard-hitting statistics and real stories from former smokers to establish credibility. This approach made the dangers of smoking undeniable and impactful.

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Campaign	Credible Element	Effect
Truth Campaign	Real stories and statistics	Reduced youth smoking rates
CDC's Anti-Vaping Ads	Medical experts and research data	Increased awareness of vaping risks

5. Emotions in Charity Appeals

Emotions drive action, and charities often leverage this principle. The Save the Children campaign used emotional storytelling to highlight the plight of children in need. By showing real children and their struggles, the campaign evoked empathy and spurred donations.

Organization	Emotional Hook	Result
Save the Children	Stories of individual children	Increased donations and support
WWF	Images of endangered animals	Boosted conservation efforts

What is an example of a sticky idea?

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An example of a sticky idea is the concept of Keep It Simple, Stupid (KISS). This principle emphasizes the importance of simplicity in design, communication, and problem-solving. It is memorable, easy to understand, and widely applicable, making it a classic example of a sticky idea.

What Makes the KISS Principle a Sticky Idea?

The KISS principle is sticky because it adheres to the key characteristics of a memorable idea:

1. Simplicity: It is straightforward and easy to grasp.
2. Unexpectedness: It challenges the common assumption that complexity is better.
3. Concreteness: It provides a clear, actionable guideline.
4. Credibility: It is backed by practical success in various fields.
5. Emotional Appeal: It resonates with people's desire for clarity and efficiency.

How Does the KISS Principle Apply in Real Life?

The KISS principle is widely used in various industries and everyday situations:

1. Design: Product designers use it to create user-friendly interfaces.
2. Communication: Marketers simplify messages to make them more impactful.
3. Problem-Solving: Engineers apply it to streamline processes and reduce errors.

Why Is Simplicity Key to Sticky Ideas?

Simplicity is crucial because it ensures that ideas are:

1. Memorable: Easy to recall and share.
2. Accessible: Understandable to a wide audience.
3. Actionable: People can apply them immediately.

What Are Other Examples of Sticky Ideas?

Other sticky ideas include:

1. Less is More: A minimalist approach to design and lifestyle.
2. Think Outside the Box: Encourages creative problem-solving.
3. The Golden Rule: Treat others as you want to be treated.

How Can You Create a Sticky Idea?

To create a sticky idea, focus on:

1. Clarity: Make the core message easy to understand.
2. Relevance: Ensure it resonates with your audience.
3. Storytelling: Use narratives to make it more engaging.

What are the sticky principles?

What Are the Sticky Principles?

The sticky principles are a set of guidelines introduced by Chip Heath and Dan Heath in their book Made to Stick. These principles explain why certain ideas stick in our minds while others are forgotten. The principles are designed to make ideas more memorable, understandable, and impactful. They are particularly useful in communication, marketing, and education.

1. Simplicity

Simplicity is about stripping an idea down to its core without losing its essence. The goal is to make the idea easy to grasp and remember. For example:

1. Focus on the most important aspect of the idea.
2. Avoid unnecessary details that can distract from the main message.
3. Use clear and concise language to convey the idea effectively.

2. Unexpectedness

Unexpectedness involves capturing attention by surprising the audience. This principle works because it breaks patterns and piques curiosity. For example:

1. Use shocking statistics or facts to grab attention.
2. Challenge common assumptions to make the audience think differently.
3. Create a sense of mystery to keep the audience engaged.

3. Concreteness

Concreteness means making ideas tangible and easy to visualize. Abstract concepts are harder to remember, so this principle emphasizes using specific examples. For example:

1. Use real-world examples to illustrate the idea.
2. Incorporate sensory details to make the idea more vivid.
3. Avoid jargon and use language that everyone can understand.

4. Credibility

Credibility ensures that the idea is believable and trustworthy. People are more likely to accept and remember ideas that come from reliable sources. For example:

1. Use data and statistics to back up claims.
2. Cite experts or authoritative figures to add weight to the idea.
3. Provide testimonials or case studies to demonstrate real-world success.

5. Emotions

Emotions make ideas resonate on a personal level. When people feel emotionally connected to an idea, they are more likely to remember and act on it. For example:

1. Use storytelling to evoke empathy or inspiration.
2. Appeal to the audience's values and beliefs.
3. Highlight the human impact of the idea to create a deeper connection.

6. Stories

Stories are a powerful way to make ideas sticky because they provide context and meaning. They help the audience see how the idea applies to real life. For example:

1. Use narratives to illustrate the idea in action.
2. Include characters and conflicts to make the story engaging.
3. End with a clear takeaway that reinforces the main message.

What is the success model from Made to Stick?

The Six Principles of the SUCCESs Model

The SUCCESs model, introduced in the book Made to Stick by Chip Heath and Dan Heath, outlines six key principles that make ideas sticky and memorable. These principles are designed to help ideas resonate with audiences and stand out in a crowded information landscape. The acronym SUCCESs stands for:

1. Simple: Strip down the idea to its core, making it easy to understand and remember.
2. Unexpected: Capture attention by breaking patterns or defying expectations.
3. Concrete: Use tangible, specific details to make the idea 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 complex ideas into their most essential form. This principle ensures that the core message is easily understood and retained. For example:

1. Focus on the core message and eliminate unnecessary details.
2. Use analogies or metaphors to simplify abstract concepts.
3. Create a proverb-like statement that encapsulates the idea.

The Role of Unexpectedness in Making Ideas Stick

Unexpectedness is about capturing attention by surprising the audience. This principle works because it disrupts patterns and piques curiosity. To apply this:

1. Start with a shocking fact or statistic to grab attention.
2. Use plot twists or unexpected outcomes in storytelling.
3. Challenge common assumptions to make the audience rethink their beliefs.

How Concreteness Enhances Understanding

Concreteness ensures that ideas are specific and tangible, making them easier to grasp and remember. This principle avoids vague or abstract language. To achieve concreteness:

1. Use specific examples or case studies to illustrate points.
2. Incorporate sensory details to make the idea vivid.
3. Focus on real-world applications rather than theoretical concepts.

The Importance of Credibility in Sticky Ideas

Credibility is crucial for making ideas believable and trustworthy. This principle ensures that the audience accepts the idea as valid. To build credibility:

1. Cite authoritative sources or experts to back up claims.
2. Use statistics or data to provide evidence.
3. Share testimonials or real-life success stories.

Emotional Appeal and Storytelling in the SUCCESs Model

Emotional appeal and storytelling are powerful tools for making ideas resonate on a personal level. These principles connect with the audience's feelings and experiences. To leverage this:

1. Use emotional triggers like hope, fear, or empathy.
2. Tell personal stories that the audience can relate to.
3. Create a narrative arc that inspires action or change.

How to make your ideas stick?

1. Simplify Your Message

To make your ideas stick, it is crucial to simplify your message. Avoid overloading your audience with unnecessary details. Focus on the core idea and present it in a way that is easy to understand and remember. Use analogies or metaphors to make complex concepts relatable.

1. Identify the core idea you want to communicate.
2. Eliminate jargon and technical terms that may confuse your audience.
3. Use simple language and relatable examples to convey your message.

2. Make It Unexpected

People are more likely to remember ideas that surprise them. Incorporate elements of surprise or novelty into your message to capture attention. This could be an unexpected fact, a surprising twist, or a unique perspective on a familiar topic.

1. Find an angle that challenges common assumptions.
2. Incorporate unexpected elements to keep your audience engaged.
3. Use storytelling techniques to create a memorable narrative.

3. Use Concrete Examples

Abstract ideas are harder to remember than concrete ones. To make your ideas stick, use specific examples, stories, or visuals that illustrate your point. This helps your audience visualize and internalize the concept.

1. Provide real-life examples that your audience can relate to.
2. Use vivid imagery or descriptive language to paint a clear picture.
3. Incorporate data or statistics to add credibility to your examples.

4. Appeal to Emotions

Emotions play a significant role in memory retention. To make your ideas stick, connect with your audience on an emotional level. Use stories, anecdotes, or visuals that evoke feelings such as joy, sadness, or inspiration.

1. Identify the emotions you want to evoke in your audience.
2. Use personal stories or testimonials to create an emotional connection.
3. Incorporate visuals or music that enhance the emotional impact of your message.

5. Make It Credible

For your ideas to stick, they need to be credible. Use evidence, testimonials, or expert opinions to back up your claims. This builds trust and makes your message more persuasive.

1. Cite reputable sources to support your ideas.
2. Include testimonials or case studies that demonstrate the effectiveness of your ideas.
3. Use data and statistics to provide concrete evidence for your claims.

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, a simple message like Just Do It from Nike is easy to remember and conveys a powerful idea. The unexpected element can be seen in marketing campaigns that surprise the audience, such as Apple's iconic 1984 commercial. Concrete examples include using vivid imagery or specific data to make abstract concepts tangible, while credibility is often established through testimonials or expert endorsements. Emotional appeals, like charity campaigns showing real people in need, create a connection, and stories are used to humanize brands or ideas, making them relatable and engaging.

How can businesses apply Made to Stick principles in their marketing strategies?

Businesses can apply the Made to Stick principles by crafting messages that are simple and easy to understand, ensuring they resonate with their target audience. For instance, using unexpected elements in advertising can capture attention, such as a unique product feature or a surprising twist in a campaign. To make ideas concrete, companies can use specific examples, visuals, or data to illustrate their points. Building credibility can involve leveraging customer reviews, case studies, or endorsements from industry experts. Emotional connections can be fostered by aligning the brand with values or causes that matter to the audience. Finally, incorporating stories into marketing, such as customer success stories or the brand's origin, can make the message more relatable and memorable.

What are some real-world examples of the Unexpected principle in action?

The Unexpected principle is about breaking patterns to capture attention and make ideas stick. A classic example is the Old Spice The Man Your Man Could Smell Like campaign, which used humor and unexpected transitions to create a viral sensation. Another example is the Dove Real Beauty campaign, which challenged conventional beauty standards by featuring real women instead of models, surprising viewers and sparking conversations. In the tech world, Apple's product launch events often include unexpected announcements, such as the introduction of the iPhone, which revolutionized the smartphone industry. These examples show how breaking expectations can make a message more engaging and memorable.

Why are stories so effective in making ideas stick?

Stories are effective in making ideas stick because they engage the audience on an emotional level and make abstract concepts more relatable. A well-told story can transport the listener into the narrative, allowing them to experience the message firsthand. For example, brands like TOMS Shoes use stories to communicate their mission by sharing how each purchase helps someone in need. Similarly, charities often tell individual stories of those they help to create a personal connection with donors. Stories also provide context and meaning, making complex ideas easier to understand and remember. By weaving a narrative, businesses and organizations can make their messages more compelling and ensure they resonate with their audience long after the story is told.