Maksym Turzanski's Key Ideas from Made to Stick
by Chip Heath, Dan Heath

Abstract concepts are forgettable. Concrete ones stick in the mind.

• Use sensory language and specific examples.
• Say “a bag of popcorn has more fat than a Big Mac” instead of “high in fat.”
• Paint mental pictures to boost recall.

People need a reason to believe you.

• Use statistics - but make them relatable.
• Let your audience “try before they buy” through testable claims.
• Experts, authorities, and personal stories = instant credibility.

Facts tell. Emotions sell.

• People care more about individuals than large numbers (“1 child in need” > “millions in poverty”).
• Tie your message to shared values and identity.
• Tap into pride, fear, hope—or purpose.

People remember stories better than instructions.

• Use story templates: Challenge, Connection, Creativity.
• Make the audience the hero.
• Stories inspire action, build empathy, and make abstract real.

“Made to Stick” teaches you how to craft memorable, actionable, and impactful ideas. By mastering the SUCCESs model—Simple, Unexpected, Concrete, Credible, Emotional, Stories—you can communicate more effectively, whether you're selling, teaching, or leading.

Grab your copy of Made to Stick and learn to share ideas that truly resonate and spread.

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