Reviewed 05/2008

Have you ever wondered why some ideas take root, become nurtured and flourish, while others, usually those that I’ve developed, flounder, and are soon forgotten. Malcolm Gladwell, in his book The Tipping Point, refers to the need for the "sticky factor" as one of the elements for creating change. Creating that memorable element which sticks in our mind and travels with us is a key in driving creative and innovative ideas forward.

In this easily read, entertaining book, the Heath brothers tackle the question of what exactly is needed to make an idea "stick" and become part of our vernacular. Using a marketing approach, they introduce concepts as tantalizing as "human scale principle", "Velcro theory of memory", and the need to create "curiosity gaps."

The book is filled with entertaining yet educational anecdotes that highlight the approaches used to influence our thinking. Drawing from Robert Cialdini’s work on Influence: The Psychology of Persuasion, the authors present information that will transform the way you consider communicating ideas.

The authors speak of the six key qualities of an idea that is “made to stick”: Simplicity, unexpectedness, concreteness, credibility, emotional, and stories. The authors relate the underlying principles behind these basic concepts, and supplement the information with often humorous examples, makes this not only an educational, but entertaining read. For any of us who are involved in developing strategy, selling a new idea to our supervisor, or even instilling values into our children, this book is an essential support for understanding how we can maximize the likelihood of our idea being accepted and integrated into the world around us.

If you have enjoyed The Tipping Point, The Paradox of Choice, or Stumbling onto Happiness (previously reviewed), this will be a valuable supplement to your toolkit for change, in whatever phase of your life you choose to apply it.