Made to Stick Why Some Ideas Survive and Others …

Ss 1 | The Business Source All Rights Reserved made to Stick Why some Ideas Survive and Others Die by Chip Heath and Dan Heath In April 1999, an article appeared in a small Indiana newspaper headlined "Indiana University Student Gains New Perspective on Life." You'll recognize the story. It profiled a 425 lb. college kid who dropped 200 lbs. by eating fast food. His name was Jared. Part of the reason you know this story is that Subway the place Jared got his veggie and turkey subs every day turned it into an ad campaign that transformed the young man into an overnight celebrity. (You can likely still picture Jared in his "after" version, stretching the 60-inch waist of his "before" pants between two widespread hands.) But Subway's massive marketing effort alone doesn't explain the nearly viral phenomenon it triggered. There have been countless other fast-food campaigns since Jared's debuted, and none of them have wormed their way into the nation's collective memory the way this one did.

Made to Stick can help us achieve those goals. Now, before we dive into an overview of their book, a little disclaimer is warranted: While the Heaths can certainly get us off to a good start in the kitchen, their book

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