Made to Stick: Why Some Ideas Survive and Others Die
Written by: Chip Heath, Dan Heath
Editorial Reviews:
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
If you like "Made to Stick: Why Some Ideas Survive and Others Die, you might also like ...
Spotlight customer reviews:
Customer Rating:
Summary: Made to Stick
Comment: Excellant book to read. Well written. Great lessons for learing to present that unique idea you want to stick customers' minds.
Customer Rating:
Summary: Good service - Expensive delivery
Comment: Service was good, delivered on time. BUT i thought i was saving by ordering on amazon when i realized that once the delivery charge was added, it actually doubled the price of the book...
To go from $8 to $16 price tag for shipping does not justify the process. Will be careful about that next time...
Customer Rating:
Summary: Glued to Made to Stick
Comment: Made to Stick provides a simple guide for constructing messages that will engage your audience and endure in their memory. It offers strategies for creating meaningful messages that translate knowledge into action. The six principles of "sticky" ideas--Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, and Stories--are the kind of common sense strategies writers already know but don't always apply. Made to Stick is based on the idea that becoming a good writer is a matter of nurture, rather than nature, and aims to bridge the gap between theory and practice. The real impact of this book is in its many and varied examples of sticky ideas, ranging from urban legends and fables to the Jared/Subway advertisements and Truth anti-smoking campaigns. The sidebar activities in each chapter also give practical instruction on how to turn mediocre writing samples into sticky ones. Whether you're an experienced writer or a beginner, this book provides concrete criteria for evaluating and improving the effectiveness of your writing.
Simplicity -- To be sticky, an idea must be stripped down to its core, free from competing non-essential information.
Unexpectedness -- Surprise or suspense reveals to listeners the gaps in their knowledge and keeps them wanting more information.
Concretness -- Concepts that are tied to tangible examples or images, for example proverbs and fables, endure in our memory longer than the concepts alone.
Credibility -- If a new idea is outside of the audience's schema of what's true, the communicator needs to build authority for the idea.
Emotion -- Caring about an idea is what motivates the audience put information into action.
Stories -- Stories are an engaging way to pass on information, provide mental simulation, inspire, and dispel skepticism.
Customer Rating:
Summary: Made to Stick
Comment: This book was sent to my home in less than three business days. I did not have to leave the comfort of my home!
Customer Rating:
Summary: Fantastic job!
Comment: I really like the book. It is simple, easy to follow, and very pratical. The concepts are simple, but sometimes people just don't stop and think about how they are communicating things like the book shows in many example. The authors did a terrific job!
Dewey Decimal Number: 302.13
EAN: 9781400064281
ISBN: 1400064287
Label: Random House
Manufacturer: Random House
Number Of Items: 1
Number Of Pages: 336
Publication Date: 2007-01-02
Publisher: Random House
Release Date: 2007-01-02
Studio: Random House
 | Format: Hardcover List Price: $25.00 Our Price: $16.50 Your Save: $ 8.50 ( 34% ) Availability: Usually ships in 24 hours Average Customer Rating:  |
Editorial Reviews:
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
If you like "Made to Stick: Why Some Ideas Survive and Others Die, you might also like ...
Spotlight customer reviews:
Customer Rating:
Summary: Made to Stick
Comment: Excellant book to read. Well written. Great lessons for learing to present that unique idea you want to stick customers' minds.
Customer Rating:
Summary: Good service - Expensive delivery
Comment: Service was good, delivered on time. BUT i thought i was saving by ordering on amazon when i realized that once the delivery charge was added, it actually doubled the price of the book...
To go from $8 to $16 price tag for shipping does not justify the process. Will be careful about that next time...
Customer Rating:
Summary: Glued to Made to Stick
Comment: Made to Stick provides a simple guide for constructing messages that will engage your audience and endure in their memory. It offers strategies for creating meaningful messages that translate knowledge into action. The six principles of "sticky" ideas--Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, and Stories--are the kind of common sense strategies writers already know but don't always apply. Made to Stick is based on the idea that becoming a good writer is a matter of nurture, rather than nature, and aims to bridge the gap between theory and practice. The real impact of this book is in its many and varied examples of sticky ideas, ranging from urban legends and fables to the Jared/Subway advertisements and Truth anti-smoking campaigns. The sidebar activities in each chapter also give practical instruction on how to turn mediocre writing samples into sticky ones. Whether you're an experienced writer or a beginner, this book provides concrete criteria for evaluating and improving the effectiveness of your writing.
Simplicity -- To be sticky, an idea must be stripped down to its core, free from competing non-essential information.
Unexpectedness -- Surprise or suspense reveals to listeners the gaps in their knowledge and keeps them wanting more information.
Concretness -- Concepts that are tied to tangible examples or images, for example proverbs and fables, endure in our memory longer than the concepts alone.
Credibility -- If a new idea is outside of the audience's schema of what's true, the communicator needs to build authority for the idea.
Emotion -- Caring about an idea is what motivates the audience put information into action.
Stories -- Stories are an engaging way to pass on information, provide mental simulation, inspire, and dispel skepticism.
Customer Rating:
Summary: Made to Stick
Comment: This book was sent to my home in less than three business days. I did not have to leave the comfort of my home!
Customer Rating:
Summary: Fantastic job!
Comment: I really like the book. It is simple, easy to follow, and very pratical. The concepts are simple, but sometimes people just don't stop and think about how they are communicating things like the book shows in many example. The authors did a terrific job!
Technical Details
Binding: HardcoverDewey Decimal Number: 302.13
EAN: 9781400064281
ISBN: 1400064287
Label: Random House
Manufacturer: Random House
Number Of Items: 1
Number Of Pages: 336
Publication Date: 2007-01-02
Publisher: Random House
Release Date: 2007-01-02
Studio: Random House
