How to Make Your Ideas Magnetically Attract People (From Made to Stick)

Have you ever shared an idea that you thought was brilliant, only to see it quickly forgotten? Meanwhile, some stories, slogans, or concepts spread like wildfire and stick in people’s minds for years. Why does this happen? In Made to Stick: Why Some Ideas Survive and Others Die, Chip and Dan Heath break down the formula for making ideas “sticky” so they attract and engage people.

The secret lies in six key principles—also known as SUCCESs—which ensure that your ideas are memorable, impactful, and persuasive. Let’s explore how you can apply them to make your ideas irresistible.

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1. Simplicity – Keep It Short and Powerful

🔹 What It Means: The best ideas are simple, clear, and easy to understand. If your message is too complex, people will forget it.

🔹 How to Apply It:

• Focus on the core message—what’s the single most important takeaway?
• Use analogies: “A computer is like a bicycle for the mind” (Steve Jobs).
• Cut unnecessary details. Less is more.

Example:
Instead of saying, “Our mission is to create a revolutionary, AI-powered, hyper-efficient time management system for busy professionals,” say:
👉 “We help you get more done in less time.”

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2. Unexpectedness – Surprise People to Grab Attention

🔹 What It Means: People pay attention to things that surprise or break their expectations.

🔹 How to Apply It:

• Start with a shocking fact or counterintuitive statement.
• Create curiosity gaps—make people want to know more.
• Avoid clichés—predictability kills interest.

Example:
Instead of a boring statistic about workplace stress, say:
👉 “Did you know that checking your email too often makes you 27% less productive?”

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3. Concreteness – Make It Tangible and Visual

🔹 What It Means: Abstract ideas don’t stick. People remember specific, concrete images.

🔹 How to Apply It:

• Use real-life examples, stories, and sensory details.
• Replace vague concepts with visual descriptions.

Example:
Instead of saying, “We offer excellent customer service,” say:
👉 “We answer your calls in 10 seconds or less, 24/7.”

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4. Credibility – Make Your Idea Trustworthy

🔹 What It Means: People believe ideas when they come from credible sources.

🔹 How to Apply It:

• Use facts, expert opinions, and real-world proof.
• Share stories from real people.
• If you don’t have formal credibility, let people experience the idea for themselves.

Example:
Instead of saying, “Our software is the fastest in the industry,” let people experience it:
👉 “Try it for free and see how much faster you get things done.”

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5. Emotional Appeal – Make People Care

🔹 What It Means: People act on emotions, not just logic. If they don’t feel anything, they won’t remember your idea.

🔹 How to Apply It:

• Make your idea personally relevant to your audience.
• Use stories that evoke emotions like joy, fear, hope, or surprise.
• Show how your idea impacts real people.

Example:
Instead of saying, “Millions suffer from hunger,” tell a personal story:
👉 “Meet Sarah, a 7-year-old girl who goes to bed hungry every night.”

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6. Stories – Use Narratives to Inspire Action

🔹 What It Means: Stories make ideas more engaging and easier to remember. They help people visualize the idea in action.

🔹 How to Apply It:

• Use compelling characters and real-life situations.
• Show how someone overcame a challenge using your idea.
• Make it relatable—something people can see themselves in.

Example:
Instead of listing product features, tell a transformation story:
👉 “John was struggling with time management. After using our app, he got back 10 hours a week and doubled his productivity.”

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Final Thoughts: Make Your Ideas Stick

To make your ideas magnetically attract people, apply the SUCCESs formula:

✅ Simple – Keep it clear and easy to understand.
✅ Unexpected – Surprise people to grab their attention.
✅ Concrete – Use vivid details that people can picture.
✅ Credible – Provide proof or let people experience it.
✅ Emotional – Make people care.
✅ Stories – Wrap your idea in a memorable narrative.

By using these principles, you can turn any idea into a powerful, unforgettable message that spreads and sticks. Want more details? Read Made to Stick by Chip and Dan Heath to master the art of crafting ideas that people remember and act on! 🚀