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Made to Stick: Why Some Ideas Survive and Others Die

by

Made to Stick: Why Some Ideas Survive and Others Die Cover

 

Synopses & Reviews

Publisher Comments:

Mark Twain once observed, & #8220; A lie can get halfway around the world before the truth can even get its boots on.& #8221; His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas& #8211; business people, teachers, politicians, journalists, and others& #8211; struggle to make their ideas & #8220; stick.& #8221; < br> < br> Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In < i> Made to Stick< /i> , 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 & #8220; human scale principle, & #8221; using the & #8220; Velcro Theory of Memory, & #8221; and creating & #8220; curiosity gaps.& #8221; < br> < br> In this indispensable guide, we discover that sticky messages of all kinds& #8211; from the infamous & #8220; kidney theft ring& #8221; hoax to a coach& #8217; s lessons on sportsmanship to a vision for a new product at Sony& #8211; draw their power from the same six traits.< br> < br> < i> Made to Stick < /i> is a book that will transform the way you communicate ideas. It& #8217; s a fast-paced tour of success stories (and failures)& #8211; the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of & #8220; the Mother Teresa Effect& #8221; ; the elementary-school teacher whose simulation actually prevented racialprejudice. Provocative, eye-opening, and often surprisingly funny, < i> Made to Stick< /i> shows us the vital principles of winning ideas& #8211; and tells us how we can apply these rules to making our own messages stick.< br> < br> < br> < i> From the Hardcover edition.< /i>

Synopsis:

Focusing on successful marketing campaigns and undying urban legends, this audiobook is designed for anyone who strives to craft messages that are memorable and lasting. Unabridged. 7 CDs.

Synopsis:

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 coachs 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. Its 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.

About the Author

Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California.

Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina.

From the Hardcover edition.

Product Details

ISBN:
9780739341346
Author:
Heath, Chip
Publisher:
Random House Audio Publishing Group
Read by:
Kahlenberg, Charles
Read:
Kahlenberg, Charles
Author:
Chip Heath & Dan Heath
Author:
Kahlenberg, Charles
Author:
Heath, Dan
Subject:
General
Subject:
Social Psychology
Subject:
Strategic planning
Subject:
Context effects (psychology)
Subject:
Audiobooks
Subject:
General Business & Economics
Subject:
business, business plans
Subject:
Business Communication
Edition Description:
Seven CD
Publication Date:
20070131
Binding:
COMPACT DISC
Grade Level:
General/trade
Language:
English
Dimensions:
6.16x4.96x1.19 in. .54 lbs.
Media Run Time:
480

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Related Subjects

Audio Books » Nonfiction
Business » Business Plans
Business » Communication

Made to Stick: Why Some Ideas Survive and Others Die New Compact Disc
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Product details pages Random House Audio Assets - English 9780739341346 Reviews:
"Synopsis" by , Focusing on successful marketing campaigns and undying urban legends, this audiobook is designed for anyone who strives to craft messages that are memorable and lasting. Unabridged. 7 CDs.
"Synopsis" by , 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 coachs 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. Its 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.

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