Preface to the Korean edition

Prologue: The Secret of Nostradamus's Prophecies Surviving to This Day

Kidney-stealing organ trafficking horror story
The Secret of a Message That Spreads Like a Virus
Why You Need to Make Your Message Sticky
The rumor that ruined Halloween
Six Key Elements to Make Your Message Stick
The Curse of Knowledge: A Villain That Reduces Stickiness
Can a brilliant message be created with just a novel idea?

Principle 1: Simplicity: Strength is simplicity.

The Army's Message That Motivates Millions of Soldiers
Southwest Airlines' Success: The Power of a Simple Message
Why do journalists have trouble writing their first sentences?
“I said it’s the economy, you idiot!”
The power of key messages that remind us of our priorities
Message Clinic Sun exposure is dangerous
The Secret of a Local Newspaper with a 112% Subscription Rate
Simplicity = Core + Conciseness
The world's oldest surviving message, the proverb
When designing a remote control, it should be 'stick!'
Awaken the knowledge that already exists
What is a pomelo?
Once you know something, you can't go back to the state you were in before you knew it.
One line of copy that determines the success of a Hollywood movie
Even a handful of onions in a sandwich is a work of art.

Principle 2: Unexpectedness: Break the listener's guessing mechanism.

Six Ways to Escape from an Airplane
Shocking new car commercial
Surprise them.
Find the answer yourself
How to go beyond people's guesses
Why a Department Store New Employee Was Shocked
Pick the lead for the next article.
Message Clinic: Is U.S. Foreign Aid Excessive?
Solve the mystery
How do kids memorize all the Pokémon names?
Why the 9 O'Clock News Trailer Is So Provocative: The Gap Theory
Presentation reporting on the status of fundraising for the Message Clinic
Attack the desire to fill the gaps in knowledge.
How to get people's attention?
Sony's sticker message portable radio
Kennedy's Achievements Through Messages

Principle 3: Concreteness: How to Break the Curse of Knowledge

The Secret of Aesop's Fables, Surviving 2,500 Years
The message must be specific.
Why We Give Up When We Read Papers
The secret to accounting lectures that stick in your head
Hey Jude, Watermelon, and Mona Lisa
The enemy that hinders communication, the curse of knowledge
A presentation that satisfied HP
A mat that frees imagination, concreteness
Message Clinic Let's save children who are dying from dehydration!
Why do mothers turn their backs on new products?

Principle 4: Credibility Make them believe what I say.

Make Helicobacter pylori believe
Even if you are not a Nobel Prize winner
Sometimes anti-authority is much more powerful
Boyfriend's death
Star Wars toothbrush overturns ruling
How to effectively deliver the destructive power of 5,000 nuclear weapons
How to Use Statistics Effectively
Message Clinic Shark attacks on humans are rare?
Amplify the credibility of your message
Non-toxic fiber? Edible fiber!
Where's the meat in this burger?
“Are you better off than you were four years ago?”
Message Clinic: Why Humans Believe the Liar Called Intuition
AIDS Education for NBA Players

Principle 5: Emotion Emotional messages motivate action.

Persuading a Charity That Moves Your Heart
“Think about it.” “You do it!”
Why Superlatives Don't Work
Why are people so passionate about sports?
The Advertising Laws of Legendary Marketer John Caples
Two Ways to Grow Your Cable TV Viewership
Maslow's pyramid theory of human motivation
Even soldiers have to eat to fight
Why do the poor support the conservative camp?
Message Clinic Why on earth do we have to study math?
That's not persuasion, that's preaching.
Appeal to profit, identity, and utopia

Principle 6: Tell the story so that it becomes vivid in the mind.

Principle 6: Tell the story so that it becomes vivid in the mind.
Stories inspire action
A story I heard at the Xerox cafeteria
When your audience won't listen to you
Stories are simulations for the brain.
Dealing with Student Message Clinic Issues
A Great Story Rolls Into a Subway Sandwich
You don't always have to 'create' a message.
There are three plots in a compelling story.
Challenge Plot: David and Goliath
Connecting Plot: Why is the Good Samaritan good?
Creativity Plot: Apples and the Law of Universal Gravitation
Focus on the small voice in your head.
Capture the stories life creates.

Practical Edition: The 'Stick!' Techniques You Need

Five Rules for Presentations That Stick with Your Audience
Strategic communication methods that permeate from CEO to new employees
How can we get rid of bad rumors?
Sticker teaching method that sticks to students

Epilogue: Great messages aren't created by geniuses.

The answer lies with the audience.
Keep your message sense deep in your bones
Stanford students' ability to create sticker messages
Other villains
Creating Sticker Messages: The Structure of Communication
Symptoms and Treatment
You are John F.
It's not Kennedy
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A must-read for the global marketing industry, a new look at one of the top three business classics, "Stick!"
"The ultimate business bible for creating immortal messages."

A great message communicates a strategy in a single sentence and provides clear, actionable goals.
From crafting headlines to formulating corporate and national strategies, messages not only persuade others but also create explosive momentum.
So how do you create a powerful message that moves the world? Stanford professor of organizational behavior Chip Heath and management consultant Dan Heath conducted extensive research and meticulous analysis of messages that have endured for centuries—from timeless stories, to etched-in-your-mind fake news and rumors, to irresistible ad copy, to campaign slogans that changed public behavior. After this, they distilled the six principles (SUCCESs) of sticky message creation into a single, compelling message.


Based on a remarkable insight into human psychology, "Stick!" presents a technique for creating immortal messages that, once stuck in the mind, will never leave.
This book, which became a bestseller in the New York Times, the Wall Street Journal, and Business Week immediately after its publication in 2006 and was translated into 28 languages, has been praised by CEOs and businessmen around the world for “changing the paradigm of marketing language,” and has been a must-read in the marketing industry for over 15 years.
Coming to readers in 2022 with a new edit and design, "Stick!" will provide timeless intellectual inspiration to all areas of business, including marketing and communications, as well as to anyone seeking to persuade and inspire others.


A single "stick" is worth a thousand words! The secrets of sticker messages, proven over centuries.
“Paste it like a sticker on everyone’s mind in one second!”

This is truly the age of message wars.
From advertising copy that says it all in a single line, to brands that imprint their products and companies' values ​​and identities with messages, to YouTube and Instagram that tell their stories through videos and images, we encounter at least 3,000 advertisements in our daily lives.
Which of these messages will capture people's attention, generate hundreds of thousands of views, and lead to sales that can transform a company's fortunes? We must remember.
A good message is one that stays in people's memories.
It is the fate of a message to either survive or disappear.


Stanford University professor Chip Heath and corporate consultant Dan Heath studied proverbs, myths, stories, advertising copies, and election slogans that have remained powerful and stuck in people's minds over time. After conducting 40 experiments with 1,700 people, they discovered that there are common rules hidden in the words that are imprinted on people's minds over time and never forgotten.
In "Stick!", authors Chip Heath and Dan Heath, who analyzed tens of thousands of cases for over a decade, distill the six laws hidden in powerful messages into "SUCCESs" and present a method for creating the world's most powerful sentence.
By simply applying these principles, anyone can create compelling storytelling, even if they aren't a genius copywriter or a creative director.

The reason why Aesop's Fables have survived since ancient Greece, the message that President Clinton sent to divert America's attention from the sexual harassment scandal to the economy, and the message that enabled John F. Kennedy to be born as a strong America.
An analysis of how Kennedy's one-sentence message, the message that turned Southwest Airlines from a loss to a profit, motivated employees to act revealed that the most powerful message that caught the world's attention contained the SUCCES element.

You only get one chance to squeeze what you put into your message.
“SUCCESs, pay attention to the 6 principles for sticker messages!”

In 1962, John F.
President Kennedy's declaration to "land a man on the moon and return him safely to Earth within the next ten years" became the trigger that allowed the United States to overtake the Soviet Union and establish global hegemony.
This message, which has profoundly influenced the actions of millions of people for ten years, embodies all six archetypes:


These six characteristics—Simple, Unexpected, Concrete, Credibility, Emotion, Story, and SUCCES—are key tools for creating a message that sticks in the mind.
To motivate millions of soldiers going into battle in diverse situations, the simplest message toward victory is needed (simplicity).
Nordstrom emerged as a customer service powerhouse in the department store industry with the unexpected message that they would also package items purchased from other department stores (surprise).
Aesop's Fables from the Greek era have survived for 2,500 years by specifically explaining the universal characteristics of human nature through examples (specificity).
Even if you're not a Nobel laureate or have Oprah Winfrey's enthusiastic endorsement, there are techniques you can use to give your opinions a high degree of credibility (credibility).
Appealing to emotions can capture people's hearts (emotions) more easily than any statistics.
Subway Sandwich was able to boost sales of its new product with a story-based advertisement (Story)

From psychological research on primal desires to analysis of corporate success stories, the book "Stick!" accurately identifies the listener's needs through extensive case studies and presents practical strategies.
For those of you who stay up all night crafting a powerful sentence that captures people's hearts, we're generously sharing our know-how on what makes a good message and how to create it.

From strategic communication to effective teaching and presentations, from CEOs to new employees!
"Wherever you want to persuade others, you need 'Stick!'"

McDonald's has been plagued by rumors for over a decade that it uses earthworms in its burgers.
With the groundbreaking message, “We simply cannot afford to use worm meat in our burger patties,” McDonald’s was able to shake off the decades-long, tiresome “worm burger” message from the public.
At a time when many businesses are struggling with negative rumors and misinformation, this book offers a powerful message and examples of how to fight back.
This book explores and analyzes examples of how companies overcame previous ideas with stronger messages, including malicious email rumors and the blatant backlash that came with the car when it was first released.


When Cranium, a company known for its board games, communicates with its U.S. headquarters staff and its manufacturing operations in China, it does so with one powerful message.
Cranium's differentiation strategy, the message of "CHIFF" (an acronym for Smart, High-Quality, Innovative, Friendly, and Fun), has resonated clearly across all areas of the organization, even to international employees who speak different languages.
This message has become a factor that allows the company to prioritize its core values ​​in all decision-making and production processes.
The same goes for presentations.
The author emphasizes that any relevant data or numerical statistical data should be discarded.
He says that if you don't present the most important 'story' and 'case' in your presentation, your presentation will be an empty speech that no one will listen to.


The author says that teachers are especially in dire need of sticker ideas.
The technique of making difficult learning topics that would otherwise be difficult to grasp stick in children's minds is included in the supplementary manuscript.
After finding the core of the lesson at the very beginning, emphasize teaching by linking and connecting the knowledge that students already know.
This book reveals teaching methods that will remain vivid in children's minds through examples of how American teachers are successfully teaching classes using six principles, such as teaching functions with crickets and teaching accounting principles with Christmas trees.