Who?
Anyone that needs their ideas to affect others – teachers, managers, entrepreneurs, preachers, parents, activists, etc.
When?
Put it in your queue. If it takes you a long time to go through your reading list, move Made to Stick to the top.
Why?
Made to Stick is a great examination of why some ideas stick and others do not. This is immensely valuable for anyone that works in an idea or attention business.
Best Quote
The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it’s like to LACK that knowledge.
Review
The best thing that you can learn from this book is that less is more. As a person that lives and dies by their ability to effectively share an idea, taking the lessons of Made to Stick to heart will take you leaps and bounds ahead of those around you. When you need to make a sale, leave your audience wanting more. Need to raise money? Make your pitch as simple as possible. Lecturing your teen? Shorten your lecture. People don’t want to hear you talk. They want to hear themselves talk.
The worst thing you can do is ignore the curse of knowledge. Chip and Dan’s book gives example after example of why we have such a hard time believing that everyone will see it our way if we just give them enough information. Coming away from this book, you will hopefully be able to persuade your audience using an elevator pitch rather than a speech.
Last Word
Knowledge can be a curse when you’re in the idea business. You get blinded by what you know and take for granted that not everyone shares the same knowledge set or relates to it in the same way, and as a result, you do your best to give enough information to persuade your audience with facts and grand arguments and plenty of background. When in reality, shortening and narrowing your idea is often more effective.
