Jennifer B. Davis
I am reminded of a poem I once read when my youngest brother was small that read "Even when removed of all obvious confections, children are sticky."

To be sticky in a business concept is to have an idea, product, or website that keep people keep coming back to (in their actions, their words, etc). I have read that you need to be controversial and polarizing if you want to create buzz on the internet (as measured by trackbacks). I guess the adage is true that "bad publicity is still publicity," even on the internet.

In broader terms, businesses want to have sticky products to build customer loyalty. Marketers and campaign leaders want sticky ideas. Chip Heath author of "Made to Stick" contends that all sticky ideas share six principles:
1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Story

Perhaps that is why children are sticky afterall.

P.S. If you want to find out how sticky your ideas, products, or company might be, here is a link to some tools that you can use to monitor web buzz.
1 Response
  1. Allan White Says:

    Good Lord, I hate those acronymic bullet-point driven things. =)

    I apply the stickiness principle in presentations - the Presentation Zen blog has lots on that application (ha!).