# Made to Stick  ## Metadata - Author: [[Chip Heath, Dan Heath]] - Full Title: Made to Stick - Category: #books ## Highlights - So, a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audience’s guessing machines along the critical, counterintuitive dimension. Then, once their guessing machines have failed, help them refine their machines. ([Location 1131](https://readwise.io/to_kindle?action=open&asin=B000N2HCKQ&location=1131)) - The way to get people to care is to provide context. Today that seems obvious, because these techniques have become ubiquitous. But this avalanche of context started because a twenty-nine-year-old wrote a memo about how to make college football more interesting. ([Location 1442](https://readwise.io/to_kindle?action=open&asin=B000N2HCKQ&location=1442)) - Tags: [[favorite]] - Note: To get people to care create context! - The moral of this story is not to “dumb things down.” The manufacturing people faced complex problems and they needed smart answers. Rather, the moral of the story is to find a “universal language,” one that everyone speaks fluently. Inevitably, that universal language will be concrete. ([Location 1809](https://readwise.io/to_kindle?action=open&asin=B000N2HCKQ&location=1809)) - “If, say, a soccer team had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Only 2 of the 11 would care. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. And all but 2 players would, in some way, be competing against their own team members rather than the opponent. ([Location 2271](https://readwise.io/to_kindle?action=open&asin=B000N2HCKQ&location=2271)) - . In the last few chapters, we’ve seen that a credible idea makes people believe. An emotional idea makes people care. And in this chapter we’ll see that the right stories make people act. ([Location 3258](https://readwise.io/to_kindle?action=open&asin=B000N2HCKQ&location=3258))