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Made to Stick: Why Some Ideas Survive and Others Die

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

 

Synopses & Reviews

Publisher Comments:

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? InMade 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 Stickis 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 Stickshows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick. From the Hardcover edition.

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.

Table of Contents

Introduction: What sticks? — 1. Simple — 2. Unexpected — 3. Concrete — 4. Credible — 5. Emotional — 6. Stories — Epilogue: What sticks.

What Our Readers Are Saying

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Average customer rating based on 1 comment:

paresh, February 4, 2008 (view all comments by paresh)
A very good book and a great read. Shows how to apply the concepts practically -

Should prove to be of immense help to anyone trying to get their message accross effectively.
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(4 of 5 readers found this comment helpful)

Product Details

ISBN:
9781588365965
Subtitle:
Why Some Ideas Survive and Others Die
Publisher:
Random House Publishing Group
Author:
Chip Heath & Dan Heath
Author:
Heath, Chip
Author:
Heath, Dan
Subject:
Business & Economics-General
Subject:
Business & Economics : General
Subject:
Psychology : General
Publication Date:
20070102
Binding:
ELECTRONIC
Language:
English
Pages:
291

Related Subjects

Business » Communication
Business » General
Health and Self-Help » Psychology » General
Health and Self-Help » Self-Help » General
Humanities » Philosophy » General

Made to Stick: Why Some Ideas Survive and Others Die
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Product details 291 pages Random House Publishing Group - English 9781588365965 Reviews:
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