Structure

“Made to Stick” by Chip Heath and Dan Heath is a non-fiction book, a how-to in getting to the core issue of an idea or innovation and creating effective messaging that will convince others to believe in it. The book is separated into six chapters. Chapter One is entitled, “Simple” and stresses the importance of unpacking your idea or innovation down to its core issue and basing your messaging on that fundamental belief. Chapter Two is entitled, “Unexpected” which explains why surprise and making unexpected remarks can engage an audience or individuals and draw them into embracing your idea.

Chapter Three, “Concrete,” explains why speaking in concrete examples and avoiding abstractions is key to effective messaging. If you want your idea to catch on use numbers in your research but avoid them in your presentation. Chapter Four, “Credible,” explains why a good message may be ignored because...