‘Made to Stick: Why Some Ideas Survive and Other Die’ written by Chip Health and Dan Health is considered to be a real bestseller examining the sphere of business and marketplace. It is necessary to underline the fact that the book provides a historical perceptive of ideas, myths and trends being caught with the society explaining their role in consumers’ consciences. It is important to stress that the book explains the concept of success in business on the basis of three principle perspectives, such as simplicity, emotionality and stories introduction.
Successful stickiness in accordance with the basic positions of the book is concentrated on the memorable and simple way of item presentation. It is of great importance to let consumers understand the basic principles of presentation; the audience is to be caught off-guard in order to make the ideas memorable. The authors explain the necessity to strip the idea to the core pushing the most important concepts. The sphere of business development is a sophisticated process of constant cooperation and partnership, though it requires simplicity in relation to potential customers, as this step is an integral part of idea success.
The next issue to analyze is considered to be emotionality and credibility; ‘Made to Stick’ explains the significance of emotionality in consumers; interaction with the marketplace, as it produces a certain effect on their perception and behavior. It is necessary to underline the fact, that the Health brothers highlighted the purpose of emotional reaction impacting the process aimed at ‘made to stick’. The necessity of creating ‘believable sticky idea’ is the concept of credibility which is to be followed in business promotion. The authors underline the importance of causing emotional reaction of consumers that is laugh, smile and even fright; in accordance with their conceptual thinking these elements contribute to successful trend or idea transference to the consumers’ conscience.
Final perspective is focused on the introduction of stories in the process of ‘made to stick’ analysis. It means that the facts of business operations are to be related to a story retelling. Besides, this theory has a historical perspective guaranteeing the promotion of business items. It is necessary to underline the fact that this issue leads to closer attention on the part of the audience making the feeling more connected with each other. Story as the method of business advertising and means of presentation is considered to be a true vehicle of oral presentation of the idea being passed from person to person, from generation to generation.
‘Made to Stick’ by Health Brothers appeared to be a useful guidebook for successful business conduct. The authors managed to highlight the depth of correct strategic thinking aimed at reaching understanding and appropriate perception on the part of the society. Chip and Dan Health covered the aspects of leaders’ behavior in their relations with the consumers; besides, the book involved various spheres of economical development described through real examples and stories. It is necessary to underline the fact that ‘Made to Stick’ is concentrated on the Curse of Knowledge, highlighting the methods of convincing the people. The importance of catching the thoughts of the audience through making them understandable and emotional appeared to be centralized by the authors; they managed to explain the keys to success in business on the basis of three basic perspectives to be used for ideas, products, or service promotion.
References
Health, Chip. and Health, Dan. ‘Made to Stick: Why Some Ideas Survive and Other Die’. Random House. 2007.