The idea that people care about people and not numbers is emphasized. Ideas can get credibility from the outside or from human scale statistics and vivid details. Even if an idea is attention grabbing they need to be founded in truth. The two brothers emphasize the importance of credibility. Ideas should be unexpected and attention grabbing. The brothers say that to get a message to stick, the audience has to want it. It needs to be the core of your message and easily synthesized and shared. Simplicity does not mean simply dumbing an idea down but making it a priority. One of the main concepts is that ideas should be simple. As the book states, " Language is often abstract, but life is not abstract." We will always tend to hold on a remember what we can imagine and visualize rather than complicated ideas given through abstract language. Providing several examples, such as "The Nature Conservancy," "Understanding Subtraction," "Brown Eyes, Blue Eyes," and "The Ferraris Go to Disney World in the R&D Lab," the Heath brothers displayed that when the people who the message is being directed towards can have a solid visualization of the idea being introduced, it is more likely to stick and be comprehended in the intention that it was meant to be comprehended. Key Concepts Concreteness is more effective than abstractness Ī focal point in this reading was the concept of how concreteness makes ideas more tangible, and easier to understand for the audience.
The Heath brothers concluded that concretely portraying your ideas and/or beliefs so that the audience knows how to respond is the optimal way to make your idea impactful. In this particular chapter, the Heath brothers focused particularly on the contrast between concreteness and abstractness. The authors focus on the first "C" of their method "SUCCES" (Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories) can be beneficial when trying to obtain and hold the attention of a reader, listener, or watcher. This chapter, from the book Made to Stick, written by brothers Chip and Dan Heath, teaches readers how to create ideas that last and "stick" in the memory of their audience. 3.2 Max Abramovitz and the State Farm CenterĬover of "Made to Stick" by Chip and Dan Heath.2.1 Concreteness is more effective than abstractness.
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