Chip and Dan Heath, Made To Stick: Why Some Ideas Take Hold and Others Come Unstuck; Random House; London; 2007.
The BIG Idea
Your greatest asset is your mind; your greatest advantage is the stickiness of your messaging.
Speed RAP
We’re all scientists in one way. We all have theories and hypotheses. We’re all forever testing our latest big idea. You think you know how an idea might turn out, but you can’t be sure. You may well find that you get a different result from the one you anticipated. We all regularly have to revise our idea of how the world works in light of new information.
A successful idea gets to the simple truth – the core message – of a communication. A successful idea, message or product works because people get it.
Your Challenge
If you want, or expect, someone to want or buy your ideas you ought to be willing to put in the effort to make it land and stick in the mind of your audience. Take the time to reverse-engineer every idea before you commit and give it a shockingly potent TWIST – The ‘Will It Stick’ Test. We’ve upped Book Rapper’s stickiness; now up yours!
Michael Henderson describes himself as atrocious with technology. So why has an anthropologist become surprisingly good at using AI? Michael traces the answer back to something
August 12, 2026
During the last few years of Dad’s dementia, when Mum and I would visit him in the Aged Care centre, there was a consistent pattern
August 10, 2026
Most people think experience is about knowing more. But what if its greatest gift is something else entirely? In this excerpt from On Experience, corporate anthropologist
August 7, 2026
Cookie Consent
We use cookies to improve your experience on our site. By using our site, you consent to cookies.
Websites store cookies to enhance functionality and personalise your experience. You can manage your preferences, but blocking some cookies may impact site performance and services.
Essential cookies enable basic functions and are necessary for the proper function of the website.
Name
Description
Duration
Cookie Preferences
This cookie is used to store the user's cookie consent preferences.
30 days
These cookies are needed for adding comments on this website.
Name
Description
Duration
comment_author
Used to track the user across multiple sessions.
Session
comment_author_email
Used to track the user across multiple sessions.
Session
comment_author_url
Used to track the user across multiple sessions.
Session
Statistics cookies collect information anonymously. This information helps us understand how visitors use our website.
Google Analytics is a powerful tool that tracks and analyzes website traffic for informed marketing decisions.
Used by Google Analytics to determine which links on a page are being clicked
30 seconds
_ga_
ID used to identify users
2 years
_gid
ID used to identify users for 24 hours after last activity
24 hours
_gat
Used to monitor number of Google Analytics server requests when using Google Tag Manager
1 minute
_gac_
Contains information related to marketing campaigns of the user. These are shared with Google AdWords / Google Ads when the Google Ads and Google Analytics accounts are linked together.
90 days
__utma
ID used to identify users and sessions
2 years after last activity
__utmt
Used to monitor number of Google Analytics server requests
10 minutes
__utmb
Used to distinguish new sessions and visits. This cookie is set when the GA.js javascript library is loaded and there is no existing __utmb cookie. The cookie is updated every time data is sent to the Google Analytics server.
30 minutes after last activity
__utmc
Used only with old Urchin versions of Google Analytics and not with GA.js. Was used to distinguish between new sessions and visits at the end of a session.
End of session (browser)
__utmz
Contains information about the traffic source or campaign that directed user to the website. The cookie is set when the GA.js javascript is loaded and updated when data is sent to the Google Anaytics server
6 months after last activity
__utmv
Contains custom information set by the web developer via the _setCustomVar method in Google Analytics. This cookie is updated every time new data is sent to the Google Analytics server.
2 years after last activity
__utmx
Used to determine whether a user is included in an A / B or Multivariate test.
