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Small businesses can use the tactics from "Made to Stick" to make their ideas more impactful and memorable by following the six principles outlined in the book: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories (SUCCESs).
Simplicity: Keep your idea simple and core. Avoid unnecessary details.
Unexpectedness: Grab people's attention by surprising them. Break existing patterns to get people's attention.
Concreteness: Explain your ideas in terms of human actions, sensory information. This makes it easier for people to understand and remember.
Credibility: Make sure your idea carries its own credentials. Use details that show clear evidence or expertise.
Emotions: Make people feel something. People care more about things that affect them personally.
Stories: Tell stories. Stories inspire, are memorable and bring ideas to life.
Asked on the following book summary:
Do you feel that your ideas lose momentum quickly? You can use the tactics in this book to make your ideas "sticky." Sticky ideas are those that "are...
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HP wanted to establish a venture with Disney wherein Disney would use their technology as part of the user experience in the parks. In order to impress the Disney executives and get them to sign, HP hired an independent consulting firm to help them get their message across. The firm took their pitch to the next level, and made it concrete.
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