Made to Stick
Why some ideas take hold and others come unstuck
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- 8,99 €
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- 8,99 €
Publisher Description
A NEW YORK TIMES AND INTERNATIONAL BESTSELLER
'This book is a gift to anyone who needs to get a message across and make it stick.' New Statesman
'Smart, lively . . . such fun to read.' Guardian
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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 news stories circulate effortlessly. Meanwhile, people with important ideas - entrepreneurs, teachers, politicians, and journalists - struggle to make them 'stick'.
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain how to make ideas stickier, such as applying the Velcro Theory of Memory, using the human scale principle and creating curiosity gaps. Along the way, they reveal 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 reveals the vital principles behind winning ideas - and tells us how we can apply these rules to making our own messages stick. It will transform the way you communicate.
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'An entertaining, practical guide to communication.' Financial Times
'This is great for anyone planning a speech or trying to get their message across at work.' Psychologies
'The Heaths push beyond what sounds like it should work and explain why it actually does.' Time Magazine
'Anyone interested in influencing others . . . can learn from this book.' Washington Post
PUBLISHERS WEEKLY
Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath Chip a professor at Stanford's business school, Dan a teacher and textbook publisher offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness" that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success" well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership.
