Welcome back to our monthly series where we review books that offer the best advice for those new to the world of VC and startups! Our co-founder and managing partner, John Vrionis, is book-obsessed; if you visit our offices, you’ll find plenty of reading material to take home with you.
We are a mission-driven team, and for plenty of us, this is our first foray into venture capital. We often look for advice from business experts, experienced founders, and startup operators to help us learn about building great companies. We’re eager to learn from the best and enthusiastic about passing on this knowledge to others!
This month, we’re reviewing Made to Stick by Chip and Dan Heath, first published in 2008.
Made to Stick is packed with invaluable insights on how to create “sticky” ideas — those that are memorable, impactful, and capable of changing opinions and behaviors. While there’s no one-size-fits-all formula, the Heath brothers outline six key principles to make your ideas much more likely to succeed. Together, these principles are captured by the acronym SUCCESs:
1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Story
The first step to making an idea stick is to simplify it. According to the Heath brothers, the key is to strip an idea down to its core — what’s the one thing you want people to remember? A simple idea is powerful, clear, and deeply meaningful. Take the Golden Rule, for example: “Do unto others as you would have them do unto you.” This timeless message is simple, yet impactful. By focusing on the essence and eliminating unnecessary complexity, you ensure your idea is easy to grasp and more likely to stick.
Next, you need to create surprise. Ideas that defy expectations are more likely to capture our attention. The authors explain that surprise leads to interest, and interest leads to deeper engagement. When something unexpected happens, our brains experience a knowledge gap, which causes a sort of “pain” that we seek to resolve by learning more. This process creates a stronger connection with the idea.
Concrete ideas are far more memorable than abstract ones. To make your idea stick, it must be tangible. Concrete language helps bridge the gap between abstract concepts and practical understanding. Take Aesop’s fable of the fox and the grapes — “sour grapes” is a vivid image that has resonated for years. In contrast, an abstract version like “don’t be bitter when you fail” lacks the same impact. By anchoring your ideas in the tangible, you create common ground that resonates with everyone.
In the world of ideas, credibility is key. The Heaths emphasize the importance of internal credibility — vivid details and statistics. It’s not just about the numbers; it’s about how those numbers tell a meaningful story. People are more likely to trust and act on ideas that they can relate to or verify through experience. Whether it’s expert endorsements, real-world examples, or personal stories, grounding your idea in credibility can make it far more compelling.
To make an idea stick, it must resonate emotionally. People don’t act on ideas that don’t matter to them. To inspire action, connect the idea to something personal. The Heath brothers suggest using names and individual stories — humans are wired to care more about individuals than abstract groups. When people feel personally invested, they are far more likely to engage with and act on your message.
The power of stories cannot be overstated. Humans are naturally drawn to stories because they engage both the imagination and emotions. When we hear a story, we don’t just listen — we mentally simulate the experience, putting ourselves in the protagonist’s shoes. This process helps us understand emotions, problem-solve, and develop skills. Stories are a powerful tool for making ideas stick. The Heath brothers argue that we don’t need to be creative geniuses to craft compelling stories; we just need to recognize the great ones happening around us every day.
If you want to give Made to Stick a read in full, we encourage you to do so! You can check out Chip and Dan Heath’s website to find out where the book is sold. And, make sure you’re subscribed to our newsletter to ensure you don’t miss next month’s book review and plenty of other content from our team.
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