The six traits of sticky ideas, as discussed in the book 'Made to Stick', are:

1. Simplicity: The idea should be simple and core. It should not be simplistic but profound.

2. Unexpectedness: The idea should break the audience's guessing machine along their schema. It should violate their expectations.

3. Concreteness: The idea should be explained in terms of human actions, sensory information, and concrete images.

4. Credibility: The idea should carry its own credentials. It should be supported by authorities or anti-authorities.

5. Emotions: The idea should make people feel something. It should appeal to their self-interest or their identities.

6. Stories: The idea should be encapsulated in a story. Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).

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Sticky ideas are those that are understood, remembered, and have a lasting impact. In the business world, a practical example could be Apple's "Think Different" campaign. It was a simple, yet powerful message that resonated with consumers and stuck in their minds, leading to a change in perception about the brand. In the scientific world, a sticky idea could be the concept of climate change. Despite the complex science behind it, the idea that human activities are causing the Earth's temperature to rise has been widely understood and remembered, leading to changes in behavior and policy.

According to Robert Cialdini's analysis, the concept of 'mystery' plays a significant role in making ideas stick. He found that the most successful scientific articles for non-scientific audiences often began with a mystery story. The authors would describe a situation that seemed inexplicable, thereby inviting the reader into the material. This approach piques the reader's curiosity and engages them, making the ideas presented more memorable and impactful.

Robert Cialdini suggests that to make scientific articles interesting for non-scientific audiences, they should be introduced in the context of a mystery. The most successful pieces begin with a mystery story, describing a state of affairs that seems to make no sense, and then inviting the reader into the material.

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Made to Stick

Do you feel that your ideas lose momentum quickly? You can use the tactics in this book to make your...

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