Made to Stick Why Some Ideas Survive and Others Die

ISBN-10: 1400064287
ISBN-13: 9781400064281
Edition: 2007
Authors: Chip Heath, Dan Heath
List price: $27.00 Buy it from $6.99
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Description: 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  More...

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Book details

List price: $27.00
Copyright year: 2007
Publisher: Random House Publishing Group
Publication date: 1/2/2007
Binding: Hardcover
Pages: 336
Size: 5.75" wide x 8.50" long x 1.00" tall
Weight: 1.232
Language: English

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.

Chip and Dan Heath are the co-authors of Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck. They also write a monthly column called 'Made to Stick' for Fast Company magazine.They have spoken and consulted at organisations such as Nike, Microsoft, the Nature Conservancy, the Navy, USAID/Tanzania and the American Heart Association.

Dan Heath, is an American bestselling author, and speaker. He, along with his brother Chip Heath, has co-authored three books, Switch: How to Change Things When Change Is Hard, Made to Stick: Why Some Ideas Survive and Others Die, and Decisive. He is also a columnist for Fast Company magazine. Made to Stick, was named the Best Business Book of the Year, was on the BusinessWeek bestseller list for 24 months, and has been translated into 29 languages. In 2013, his title Decisive made The New York Times Best Seller List.

Introduction : what sticks?
Simple
Unexpected
Concrete
Credible
Emotional
Stories
Epilogue : what sticks

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