Give me summary of the book "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath

"Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath is a book that delves into how to make ideas memorable and successful.

The authors argue that ideas that are memorable, simple, unexpected, concrete, credible, emotional, and story-driven are more likely to be successful.

Examples the authors provide of successful ideas include the Cabbage Patch Kids dolls, the “Got Milk?” advertising campaign, and the story of the “The Boy Who Cried Wolf.”

In order to make an idea “sticky,” the authors suggest using the “SUCCESs” model, which stands for simple, unexpected, concrete, credible, emotional, and story-driven.

The authors emphasize the importance of making ideas simple, which they argue can be done by boiling down the essential key points and leaving out any details that are not necessary.

In order for an idea to be successful, the authors suggest that it should be unexpected—it should be something that people don’t anticipate.

The authors also advocate for making ideas concrete—they

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