Made to Stick: Why Some Ideas Survive and Others Die

ISBN-13: 9781400064281 / Angielski / Twarda / 2007 / 336 str.

Chip Heath; Dan Heath

Opis

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.

Recenzje

Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable and the Heaths do the telling with beautiful clarity. The Christian Science Monitor
 
Utterly compelling. Los Angeles Times
 
Surprising and provocative. The New York Sun
 
Savvy. People
 
Fun to read and solidly researched. Publishers Weekly (starred review)

O autorze

Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California. 
 
Dan Heath is a senior fellow at Duke University s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina.
 
Together, Chip and Dan have written three New York Times bestselling books: Made to Stick, Switch, and Decisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book is The Power of Moments.