Made to Stick

This book is a nice complement to “Making Ideas Happen”.  The book sets out that one of the problems with making ideas happen is that we simply forget them.  Whilst some things seem to stick in our minds other things simply do not.  Unfortunately often the gem of a good idea, or a suggestion to make something that isn’t working work often just doesn’t get remembered and therefore is never actioned.

The book suggests six characteristics of ideas that are sticky:-

-They are simple – if you cannot explain your idea in three sentences or thirty seconds it probably isn’t clear enough in your mind and therefore won’t be able to resonate in someone else’s.

– They are unexpected – that is not to say Gimmicky and a fad or hype, but they have something that triggers enquiry and interest

– They are tangible – not pie in the sky visions that people instinctively understand probably won’t happen

– They are credible – perhaps through demonstration, perhaps through logic or research, or perhaps through other people’s support, but in some way ideas must have a credibility factor to stick

– They are emotional – ideas that do not appeal to people’s emotional intelligence are unlikely to get a positive response, people just think there is a possibility of more work.  You must show your passion and seek it from the audience to make an idea stick

– The idea, the problem, and the solution can all be communicated neatly into one simple story.  People remember stories not academic theory or financial formulas.  If you want your idea to stick tell it as a story.

I think this is quite a useful checklist.  Next time you have an idea and you need other people to help you make it a reality why not try this and see if you can make it sticky!

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