Book Review



Abstract

The main idea of the book is to convey the rules and important elements of the communication messages. Some messages are sticky and some are not. The authors describe the true difference between an expert and novice. An expert will use more difficult meaning and complex sentences that are difficult to understand for the audience. He sometimes uses technical words that are not easily understandable and clear. Whereas, a novice person will always focuses on simplicity of the words and make his communication more concise and clear to the audience. The entire book emphasized on the principle of SUCCESS which must be followed when communicating with others. The authors state that if the core message of the idea is shared with other it helps them to motivate and apply the idea while making decisions. Schema is described as a collection of general properties of a concept and it refers to the context that already exists in our memory. According to the book in order to make an idea or concept interesting and attractive it is important to surprise people, as this helps in grabbing their attention. The authors conclude that in order to make the targeted audience care about the ideas it is important to design concepts that appeal and target their self-interest. The sixth chapter discusses the importance of storytelling in making the ideas memorable and sticky. The authors of the book do a great job in explaining that how certain ideas and concepts can be resonated and become memorable for the audience.

Book Review

Summary

The book “Made to Stick: Why Some Ideas Survive and Others Die” is written by two brothers Chip and Dan Heath. The book is based on the elements that make the sentence more concise and interesting. The authors focused on the ideas that can be understandable for the audience and how these ideas will be stickier by using the principle of SUCCESS. In this consideration, the authors used different influential and business stories for example Kidney Heist and Southwest Airlines and Floyd lee. The authors describe the true difference between an expert and novice. An expert will use more difficult meaning and complex sentences that are difficult to understand for the audience. He sometimes uses technical words that are not easily understandable and clear. Whereas, a novice person will always focuses on simplicity of the words and make his communication more concise and clear to the audience.

There is an important acronym identified in the book that is “SUCCES” though the last “S” is omitted. The S in the acronym stands for simple. Simple is referred to as the process of finding the core of an idea. The concept of simple comprises of two aspects: core and compact. The authors in the book explains that simple messages are usually core and compact and emphasized more on sentences rather than paragraphs. The more concise and simple sentences are easy to understand as compared to hard words. The authors believes that the more we concise and ...