{"@context":"https://schema.org","@type":"Book","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/","name":"Made to Stick: Why Some Ideas Survive and Others Die","shortTitle":"Made to Stick","author":{"@type":"Person","name":"Chip Heath & Dan Heath"},"isbn":"9781400064281","numberOfPages":7,"wordCount":2935,"timeRequired":"PT11.5M","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z","publisher":{"@id":"https://readstacks.com/#organization","@type":"Organization","name":"Read Stacks"},"workExample":[{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-1-simple/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-1-simple/","name":"Simple","position":1,"wordCount":412,"timeRequired":"PT1.5M","abstract":"The Heath brothers' framework for ideas that stick — SUCCESs — starts with Simple. The job of communicating is not to compress your idea but to find its core. The core is the one thing that, if the audience remembers nothing else, is what they should remember.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-2-unexpected/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-2-unexpected/","name":"Unexpected","position":2,"wordCount":427,"timeRequired":"PT1.5M","abstract":"Attention is the gating resource for any communication. The Heaths argue that ideas stick when they break the audience's existing pattern — when the schema the audience was running gets interrupted by something the schema did not predict.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-3-concrete/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-3-concrete/","name":"Concrete","position":3,"wordCount":414,"timeRequired":"PT1.5M","abstract":"Abstract language slides off the audience's mind because there is nothing to grip. Concrete language — specific images, specific objects, specific actions — gives the listener something to hold. The Heaths argue that the rate at which an idea sticks is largely predicted by how concrete its language is.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-4-credible/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-4-credible/","name":"Credible","position":4,"wordCount":407,"timeRequired":"PT1.5M","abstract":"The Heaths catalog the sources of credibility in communication. External credibility comes from cited authorities — research, statistics, experts the audience already trusts. Anti-credibility comes from cited anti-authorities — the regular person, the unimpressive testimony that nonetheless rings true because no one would have invented the unimpressive detail.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-5-emotional/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-5-emotional/","name":"Emotional","position":5,"wordCount":415,"timeRequired":"PT1.5M","abstract":"People act on feelings, not on facts. The Heaths cite the research on charitable giving: donations to individual identified victims dwarf donations to abstract statistical victims, even when the statistical victims are far more numerous.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-6-stories/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-6-stories/","name":"Stories","position":6,"wordCount":415,"timeRequired":"PT1.5M","abstract":"The final S in the SUCCESs framework is Stories. Stories function as cognitive simulations — they let the listener mentally rehearse a situation, including the actions and outcomes, in a way no analytical framework can.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"},{"@type":"Chapter","@id":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-7-the-curse-of-knowledge/","url":"https://readstacks.com/books/made-to-stick-chip-dan-heath/chapter-7-the-curse-of-knowledge/","name":"The Curse of Knowledge","position":7,"wordCount":445,"timeRequired":"PT2M","abstract":"The Heaths close the book with the underlying obstacle that the SUCCESs framework is trying to overcome: the Curse of Knowledge. Once you know something, you cannot un-know it, and you systematically over-estimate how easy it is for others to know it too.","datePublished":"2026-05-16T18:00:00Z","dateModified":"2026-05-16T18:00:00Z"}]}