If you’ve read our book, the high-concept pitch for this story is: A Connection Plot meets Unexpectedness… (If you haven’t, ignore that line and just read this cool elephant story.)
From an email that’s making the rounds. (If you wrote this story, please contact us.)
I swore I would never pass along something like this, but this did touch my heart:
In 1986, Mkele Mbembe was on holiday in Kenya after graduating from Northwestern University. On a hike through the bush, he came across a young bull elephant standing with one leg raised in the air. The elephant seemed distressed, so Mbembe approached it very carefully. He got down on one knee and inspected the elephant’s foot, and found a large piece of wood deeply embedded in it. As carefully and as gently as he could, Mbembe worked the wood out with his hunting knife, after which the elephant gingerly put down its foot. The elephant turned to face the man, and with a rather curious look on its face, stared at him for several tense moments. Â Mbembe stood frozen, thinking of nothing else but being trampled. Â Eventually the elephant trumpeted loudly, turned, and walked away.
Mbembe never forgot that elephant or the events of that day.
Twenty years later, Mbembe was walking through the Chicago Zoo with his teen aged son. As they approached the elephant enclosure, one of the creatures turned and walked over to near where Mbembe and his son Tapu were standing. The large bull elephant stared at Mbembe, lifted its front foot off the ground, then put it down. The elephant did that several times then trumpeted loudly, all the while staring at the man. Remembering the encounter in 1986, Mbembe couldn’t help wondering if this was the same elephant.
Mbembe summoned up his courage, climbed over the railing and made his way into the enclosure. He walked right up to the elephant and stared back in wonder.The elephant trumpeted again, wrapped its trunk around one of Mbembe’s legs and slammed him against the railing, killing him instantly.
Probably wasn’t the same elephant.

Damn that’s funny Chip. I think this story might just resonate globally!
Superb! Totally remarkable and sticky. Just told 5 friends , who all fell over laughing.
A great example of a “concrete” positioning at Olympus camera trade show booth. Their new shockproof and waterproof camera frozen in a block of ice.
Charles — love the Olympus story. That is brilliant marketing. Would be even cooler if they defrosted it later and took a few shots…
Brilliant. I’m blown away that you chaps have been doing this for so long and I have just found you! My sticky stuff is boring in comparison! Smiling….
OK - I read the first chapter of the book tonight. I look up ‘Made To Stick’ on Techorati, and this is what I find. Congratulations, you just made my list of the the one of five blogs I read on daily basis (literally). That was fantastic. I sent it to a bunch of people at the job I just I recently quit.
Great Story, so sticky that I had to share it with everyone at work and then later I posted it on my blog.
Wow great site! Some really helpful information there.
I’m sorry for little off-topic, but I want to ask you about design of this site.
Did you make this template yourself or got from any templates website?
Looks pretty cool for me. Wonderful well this reading.
ok what the heck? all of you people comment about boring adult nerdy stuff. i dont even undertand any of this!! anyways, this story got me! very funny, good job, good job. =3