Policy@Manchester Articles

Expert insight, analysis and comment on key public policy issues

  • All Posts
  • UK Politics
  • Energy and Environment
  • Growth and Inclusion
  • Health and Social Care
  • Urban
  • Science and Engineering
Policy@Manchester Articles: Whitehall Watch
You are here: Home / Whitehall Watch / ‘Made to Stick’ – how to make your key messages memorable

‘Made to Stick’ – how to make your key messages memorable

Colin Talbot By Colin Talbot Filed Under: Whitehall Watch Posted: February 25, 2009

This book looks at what makes ideas “stick” – why some ideas spread easily whilst others don’t.

Being able to communicate effectively has become increasingly important for public managers in democratic states. “A medium-sized ‘butter’ popcorn at a typical neighborhood movie theatre contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries lunch, and a steak dinner – combined!”

This simple message – delivered at a Press conference organized by a non-profit organization in the USA  – spread like wildfire across the US media. From the national TV networks to the front pages of hundreds of local newspapers it caught on spawning headlines such as “Lights, Action, Cholesterol” and “Theatre Popcorn in Double Feature of Fat”. And all for the cost of a press conference!

This example – which will resonate with public leaders – shows the power of well crafted ‘sticky’ messages. The authors of this book, brothers Chip and Dan Heath, set out to explore what makes them work. Although sometimes it feels like just another American “self-improvement” book the authors backgrounds – one is a educational publisher and the other a professor at Stanford – lend it credibility.

Their formula for creating ‘stickiness’ – Simplicity, Unexpectedness, Concreteness, Credibility, Emotions and Stories (SUCCESs) – is perhaps a bit contrived. And it is a shame they have not linked their work to the growing field called “memetics” which studies how ideas spread like ‘genes’ – by replication, mutation and selection and which is widely used in ‘viral’ marketing (see Blackmore 1999 and Brodie 1996). But nevertheless an interesting and (for me) useful guide. 

Tagged With: book review, media, memes

About Colin Talbot

Colin Talbot is a Professor of Government, a former Specialist Advisor to the House of Commons Treasury Select Committee and the Public Administration Select Committee and has appeared as expert witness many times in Parliament, the Scottish Parliament and NI Assembly. He's also advised Governments from the USA to Japan.

Our RSS feed

Receive our latest content and timely updates by subscribing to our RSS feed.

 Subscribe in your reader

More from this author

  • The UK after the Referendum: all that is solid melts into air…..
  • SR2015: £35bn on debt interest? But what about the £375bn held by the Bank of England?
  • SR2015: Spending: Is 36% of GDP still his target?

Become a contributor

Would you like to write for us on a public policy issue? Get in touch with a member of the team, ask for our editorial guidelines, or access our online training toolkit (UoM login required).

Disclaimer

Articles give the views of the author, and are not necessarily those of The University of Manchester.

Policy@Manchester

Manchester Policy Articles is an initiative from Policy@Manchester. Visit our web site to find out more

Contact Us

policy@manchester.ac.uk
t: +44 (0) 161 275 3038
The University of Manchester, Oxford Road, Manchester M13 9PL, UK

Copyright © 2025 · Policy Blog 2 on Genesis Framework · WordPress · Log in