Book Review: Made to Stick – Why Emotional Stories Sell
In Made to Stick, Chip and Dan Heath explore why some ideas stick—and why others don’t. For brands and advertisers, the lesson is clear: if your message doesn’t move people, it won’t last.
At the heart of the book is the SUCCESs framework:
Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven. But it’s the “Emotional” and “Story” principles that resonate most for advertisers.
People don’t act on facts—they act on feelings. That’s why John Lewis’s tear-jerking holiday campaigns or a heartfelt jingle from a local brand on Nigerian TV has the power to stay with viewers long after the ad ends.
For MediaDiscoveryNG, this book reaffirms our belief that ads must do more than inform—they must connect. Whether it’s through a kid’s cooking show or a product launch, we strive to make every message memorable, emotional, and made to stick.
