No product plan can survive when faced with the customer. No plan can survive when faced with the enemy. Is it possible for all of us to make well-crafted, sticky ideas? Is there a formula to make sticky ideas? The answer is YES. The idea above was well-crafted and clearly made to stick.

Cinemas, hand on heart, vowed that they would no longer use coconut oil to make their popcorn. Very soon, consumers stopped buying popcorn. The story was a hit and captured the attention of television channels. But would anyone stop eating popcorn because of the fact?Ī sticky ad campaign made them to stop eating popcorn made in coconut oil by this 👇 “An average portion of popcorn sold at a local cinema contains more dangerous fat for the arteries than: a breakfast with bacon and eggs, lunch with a Big Mac and fries, and dinner with steak and all the trimmings - combined!” Popcorn made with coconut oil has high saturated fat. One more interesting story that stuck to me, was the popcorn ad campaign.

But now I was stuck to the book, reading further.

The author contrasts the Kidney Heist story with a (boring) financial strategy of a not-for-profit and proves that we remember the fake story better than a real financial strategy that helps millions. In other words, the story is made to stick. The story is remembered in utmost detail for a long time. It is an urban legend (albeit a fake one) for decades now. The book starts with the striking story of Kidney Heist. The question to ponder is, is the idea interesting by nature or by nurture? The authors argue that we can nurture sticky ideas. There are interesting ideas and boring ideas out there. Treat this as a cheat sheet of sticky ideas. If you don't have that kind of time, spend 15 mins to read (2600 words) about the most important ideas I gathered from the book below. The reason being, it is filled with sticky stories and their analysis. Believe me, it takes much lesser than that to read this book. By typical calculations, it takes about 4.5 hours to read that too if you read at 300 wpm speed. The book has about 291 pages and 87000+ words. If you care about influence, persuasion, storytelling and make your ideas stick (understood and remembered) with a lasting impression, this book is for you. Most importantly I learnt the formula for idea adhesion. I learnt why some ideas stick and many don't. This was one of those books that was in my must read category but never prioritised reading it. This week in Product Book Club, we read Made to Stick by Heath brothers.

Heath brothers made to stick