To make the ideas even more concrete, the book contains helpful sidebars to assist readers in identifying and crafting their own sticky messages. These “idea labs” are included in each chapter to ensure that the book’s messages are staying with the reader. The reader is often given two messages on the same topic and asked to identify which one contains more sticky principles. The “idea labs” are a useful way to start putting the ideas outlined in the book into practice.

The authors also devote time to the “Curse of Knowledge,” their primary reason as to why ideas are often unmemorable. Capitalized throughout the book to showcase its importance, the Curse of Knowledge is defined as “knowing too much about a subject to explain it clearly and simply to those not familiar with the subject.” This is something church leaders can relate to, as they and their audiences are often very familiar with the subject matter.

While the authors are serious about their ideas, the concepts are presented in a fun manner that is easy to read. Church leaders will find this book relevant because they are in an industry that is built on sharing beliefs with a wide variety of people. By learning new ways to share their messages, churches can spread their ministry more effectively. “Made to Stick” can help enhance ministry within the church, as well as creating stickiness between the church and its community. The final goals presented in the book – to get listeners to pay attention to the message, understand and remember the message, believe in the message, care about the message and act on the message – are integral goals for any church leader.

[Editor’s Note: We were thrilled to have “Made to Stick” co-author Chip Heath keynote at this year’s Church Solutions Conference & Expo.]

Amy Reed is the education coordinator for the Church Solutions Conference & Expo. She has a bachelor’s degree from University of Washington and a master’s degree in mass communication from Arizona State University. Her favorite sticky idea is the conference storybook.