#pm_library: “Made to Stick”

Today in my #pm_library, a book that is not directly addressed to Product Managers but may be helpful to them.

“Made to Stick” by Chip Heath and Dan Heath is mainly aimed at people dealing with marketing. The subtitle gives even more context: “Why Some Ideas Survive and Others Die”.

In the life of a product manager, we sometimes have to behave entirely differently (sometimes even contradictory) in different work phases. When analyzing data, collecting insights from users, or prioritizing, we should be cold, calm, and logical like Spock. But sometimes, when we need to inspire our team or other departments, we should be charismatic, crazy, and enthusiastic like Captain Kirk.

This book will help us in this second aspect. A good product manager should be able to sell his idea correctly. The authors give tips to achieve this. A good message should have six characteristics: simple, unexpected, concrete, credible, emotional, and conveyed through a story.

I will not go into detail in this review. It is worth reading a book or listening to an audiobook to understand that everyone, not just a professional storyteller, can communicate all the above features. In addition to the fact that the book is handy, it is also very engaging. The stories told here are super interesting. One of them is Hollywood backstage. According to the authors, filmmakers give to initial screenplay a short working title. Often there are references to already-known titles. For example, “Speed” was “Die hard in the bus,” and “Jurrasic Park” was “Jaws with dinosaurs.”

With the eyes of imagination, I see how Product Managers similarly call their PRD. For example: “Tinder for pets” or “Discord for moms-to-be.”

I recommend “Made to stick” for product people. The book is 9/10. Thanks, Mateusz, for the recommendation.