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Made to Stick

Why Some Ideas Survive and Others Die

By ,

Publisher: Random House

4.4
(314)

Language:English | Number of Pages: 304 | Format: Hardcover | In other languages: (other languages) Chi traditional , Chi simplified , Korean

Isbn-10: 1400064287 | Isbn-13: 9781400064281 | Publish date: 

Also available as: Paperback , Softcover and Stapled , Audio CD , Others , eBook

Category: Business & Economics , Non-fiction , Professional & Technical

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Book 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 with important ideas—businessmen, educators, 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 sure-fire methods for making ideas stickier, such as violating schemas, 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 “organ theft ring” hoax to a coach’s lessons on sportsmanship to a product vision statement from 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 idea 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’s simulation that actually prevented prejudice . Provocative, eye-opening, and funny, Made to Stick shows us the principles of successful ideas at work—and how we can apply these rules to making our own messages “stick.”

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  • 5

    Six principles: Simple Unexpected Concrete Credible Emotional Stories = SUCCESs

    Find the core, keep it compact.
    Surprise people, hold their interest.
    Avoid the abstract, help them remember.
    Make it believable, use anti-authority.
    Appeal to self-interest, make them c ...continue

    Six principles: Simple Unexpected Concrete Credible Emotional Stories = SUCCESs

    Find the core, keep it compact.
    Surprise people, hold their interest.
    Avoid the abstract, help them remember.
    Make it believable, use anti-authority.
    Appeal to self-interest, make them care.
    Tell a tale not an idea, get them to act.

    Beware of the Curse of Knowledge!

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  • 4

    Un libro che insegna a riconoscere quali siano le caratteristiche che rendono le idee "sticky", memorabili.


    Scritto in modo molto scorrevole e provvisto di un utile riassunto finale, può essere un valido aiuto tanto per l'insegnante alle prese con alunni svogliati quanto per l'attivista a ...continue

    Un libro che insegna a riconoscere quali siano le caratteristiche che rendono le idee "sticky", memorabili.

    Scritto in modo molto scorrevole e provvisto di un utile riassunto finale, può essere un valido aiuto tanto per l'insegnante alle prese con alunni svogliati quanto per l'attivista a caccia di un metodo per rendere più produttiva la propria esposizione; non va comunque inteso come un ricettario per la costruzione di slogan pubblicitari, i suggerimenti proposti non sono mirati a un tipo di comunicazione mordi e fuggi.

    Al termine della lettura sarà più facile comprendere il motivo per il quale alcune leggende urbane abbiano tanto successo, e forse riuscire in parte ad imitarle, e come evitare la cosiddetta "maledizione della conoscenza" che rende difficile sbarazzarsi delle nozioni acquisite (e di conseguenza più arduo immedesimarsi in chi non possieda il nostro background). Buoni i riferimenti bibliografici, questo è un saggio che si pone almeno un paio di scalini al di sopra della media dei manuali fai da te, e d'altra parte gli autori sono un professore universitario e un ex-ricercatore. Consigliato anche a chi non sia strettamente interessato all'argomento ma in generale agli aspetti psicologici della comunicazione delle idee.

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  • 5

    單純的從中文書名去猜想,我猜有許多人會覺得這是一本講「創意」的書,但事實上從英文的副標題「Why Some Ideas Survive and Others Die」「為什麼有些Idea可以留下來,但其他的死了。」可以猜想到,這是在講什麼樣的Idea、想法,可以長久的保留。


    而中文的副標題裡「簡單、意外、具體、可信、情緒、故事」,也就是使人可以把Idea、想法強力的記下來的關鍵。


    整本書的內容也就圍繞在上述的六點中,作者舉了許多的例子,也有一些驗證範例可以讓讀書的人也實際下去試驗看看,做過就可以比較清楚的知道,為什麼這樣的方法可以使人記得更牢。


    ...continue

    單純的從中文書名去猜想,我猜有許多人會覺得這是一本講「創意」的書,但事實上從英文的副標題「Why Some Ideas Survive and Others Die」「為什麼有些Idea可以留下來,但其他的死了。」可以猜想到,這是在講什麼樣的Idea、想法,可以長久的保留。

    而中文的副標題裡「簡單、意外、具體、可信、情緒、故事」,也就是使人可以把Idea、想法強力的記下來的關鍵。

    整本書的內容也就圍繞在上述的六點中,作者舉了許多的例子,也有一些驗證範例可以讓讀書的人也實際下去試驗看看,做過就可以比較清楚的知道,為什麼這樣的方法可以使人記得更牢。

    我覺得這是一本可以教人學會怎麼有效的「表達」及讓簡報的內容使人「牢牢記住」的一本好書。

    很高興可以知道這本書。當初是因為讀書會的關係知道它的。

    said on 

  • 5

    就在故事與故事之間,不知不覺的學會了書中的技巧

    這是一本告訴你如何把資訊塞入對方腦中的書。當然,教師們也有這種希望,但真正把這種技能當作吃飯傢伙的,還是廣告業。他告訴你如何去蕪存菁,如何被人注意,最重要的,是這本書也用相同的方式來寫,所以一看就會印入腦中。廣告相關科系一定超愛。

    這是一本理想的教學書。有內容又記得起來,事後還有複習筆記,都幫你整理的好好的。無論是想要學習裡頭的內容、寫教科書的結構,還是上課筆記的製作,都有得參考。很值得拿來放在書架上,偶爾翻閱,提醒自己不要掉入陷阱,打破自己的迷思用。

    said on 

  • 5

    少數會讓我看完想要再抽時間重看幾次的書,裡面有一些觀念其實我們平常或多或少會有用到過,只是我們通常不會去深思這樣讓人記得住的效果好不好,進而歸納出一套方法。

    看完讓我也想要看看同樣的作者寫的 Switch: How to Change Things When Change Is Hard (中譯「改變,好容易」) 了

    said on 

  • 2

    創意黏力學/Chip Heath & Dan Heath


    2007/06 大塊文化出版


    (Touch:對於變化,我們需要的不是觀察,而是接觸)


    我個人很愛這段簡短的描述


    (應該是出版社針對系列書籍的精神註腳)


    這是親愛的M的書


    男人果然有理性的一面


    ******************************************************************


    書本的核心理念源自"Stick"一詞


    首見於"The Tipping Point" ...continue

    創意黏力學/Chip Heath & Dan Heath

    2007/06 大塊文化出版

    (Touch:對於變化,我們需要的不是觀察,而是接觸)

    我個人很愛這段簡短的描述

    (應該是出版社針對系列書籍的精神註腳)

    這是親愛的M的書

    男人果然有理性的一面

    ******************************************************************

    書本的核心理念源自"Stick"一詞

    首見於"The Tipping Point"一書

    引爆趨勢/2000/葛拉威爾著

    書中將天生具有"黏力"的創意

    歸納出六大要點 : SUCCESs

    簡單(Simple)=核心+簡潔

    意外(Unexpected) : 用驚奇,吸引對方注意

    用興趣,維持對方注意

    具體(Concrete) : 讓人聽得懂,記得住

    可信(Credible) : 讓人相信

    情緒(Emotional) : 讓人關心在乎

    運用聯想力,利用自我認同

    故事(Stories) : 模擬,以故事啟發,激發人採取行動

    *****************************************************************

    很有趣的一本書

    教你如何把你的想法,用一個具有黏力的設計方法

    有效的傳播出去,並且歷久彌新

    這是我習慣的閱讀類型以外的書籍

    嘗試不同風格的書,另有一番體驗

    我想到把Stick用在我和親愛的M的愛情上

    --用簡單的語言

    --於意外的時刻

    --以具體的行動

    --和可信的體驗

    --在情緒浪漫時

    --寫我們的故事

    Blog萬歲

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