Popcorn at the movies. Urban legends that are told and re-told...in multiple languages. Proverbs. 3D television. 3D movies. The ipad. The IPhone. What do all of these have in common? They stick, people remember them. They were ideas that broke the norm, upset regular patterns and caught people's attention.
I recently read a book titled Made to Stick whereby the authors Chip Heath and Dan Heath uncover the multiple facets of ideas that stick, why they were and still are sticky, and how to make an idea even more sticky. The authors boils down the principles of a sticky ideas to an acronym called SUCCESSs which they explain as: a Simple Unexpected Concrete Credentialed Emotional Story. In short, the book answers the questions many CEO's are dying to answer. How do I effectively communicate an idea? How do I capture people's attention...and hold it?
Particularly in my industry, it is important to stay ahead of the game when it comes to new ideas or products that stick. And when they do stick it is even more important to advertise them in ways that will spread their stickiness to those who would have otherwise discarded the product. And when you discover the qualities that stick you can help identify those products that may stick...and then target those companies that continually produce products that stick...
