Summary of Made to Stick

Made to Stick: Why Some Ideas Survive and Others Die is a book by Chip and Dan Heath that explores the psychology behind why some ideas remain memorable and successful, while others are quickly forgotten. The authors use various examples from history, business, and everyday life to explore the "stickiness factor" of ideas. They discuss six principles of stickiness—simple, unexpected, concrete, credible, emotional, and story—and how to apply them to make ideas more effective. The book emphasizes the importance of making ideas memorable, and explains how to create ideas that will have lasting impact.