There are 6 points written in this book to make your idea lasting. Six points are labeled as “SUCCESS” to remember it easier.
S: Simplicity -> Core + Compact
U: Unexpectedness -> Interest + Curiosity
C: Concreteness -> Be specific
C: Credibility -> Authority + Parents + Friends
E: Emotions -> WIIFY = “What’s In It For You?”
S: Stories -> Mental Simulation
These 6 points are a good reference to check our idea. Some may work but some may not work depending on the situation.
For example, I believe “Simplicity”, “Concreteness”, and “Credibility” are important for presentation for customers. And when I tell something to my kids, “Simplicity” and “Unexpectedness”, and “Stories”.
This book starts with the “Kidney Heist” story. It’s a good example of understanding the meaning of “STICK”.
I like Trader Joe’s example to have a more clear image of customers.
“Unemployed college professor who drives very, very used Volvo” vs. “The person who has high socioeconomic status with quality conscious and budget conscious.”
And also I like the McDonald’s case how to unstick the idea.
McDonald’s fought the rumor that it used earthworms as a filler in its burger. CEO Ray Kroc said “We couldn’t afford to grind worms into meat” Knoc is fighting sticky with sticky. “If someone ever tries to sell you a worm Burger, you should worry about them selling secretly filling it with beef”
Once you understand the framework of the “MADE TO STICK’ philosophy, you can use them to brush up on your idea.
