Sticky seems like a gross word. Recently, a book called "Sticky Faith" has come out. It's an important book in youth ministry and eccliesology; systematically walking through adolescent faith development that lasts for a lifetime. While I appreciate the research of the book, I just can't get over this title. It just sounds gross. I know..."sticky-notes" Mike, right? Yea, I get it. I still think it's an awkward title.
But I remember it...
I recently picked up (or downloaded on my Kindle Fire technically) a book by Chip and Dan Heath called Made to Stick: Why Some Ideas Survive and Others Die. I was interested because as a communicator, I am pursuing ideas becoming memorable. The title "Sticky Faith" seems gross to me, but I don't forget it. Chip and Dan Heath tap into this notion for an entire book, and I think is a great asset for any communicator.
Chip and Dan share several stories over the years of how great ideas (and not so great) ideas came to be. From the Ad Council's drug campaign with the egg in the frying pan (This is your brain, this is your brain on drugs...any questions?) to Subway's horrible naming of their employees (seriously, do you think EVERY employee is a "Sandwich Artist?"), Chip and Dan foster a sense of nostalgia with the countless stories they recall. The book shows six principles of how ideas can stick, and I want to take some time reviewing each.
My hope is that this review can help anyone communicate effectively. Whether it be businesses, churches, families, or fantasy sports leagues, the Heaths' words will inspire anyone trying to hone their craft.
The Six Principles for Sticky Ideas (which they label as SUCCESs) is as follows:
I plan to discuss each one of these, particularly focusing on youth ministry/church communication. However, this is a business communication book; so many stories deal with advertising and marketing. I found the book to be profound in how I approach curriculum, preaching, and teaching in general.
In youth ministry, we try so hard to help our teachings to be memorable. The Heath's have vital advice. I hope it's as helpful to you as it is for me.