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Made to Stick

Why Some Ideas Survive and Others Die

By Chip Heath,Dan Heath

(211)

| Hardcover | 9781400064281

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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 w Continue

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.”

51 Reviews

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  • 1 person finds this helpful

    悶!一本講創意的書,但一點創意也沒有。

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    Seeker said on Oct 6, 2014 | Add your feedback

  • 1 person finds this helpful

    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-inte ...(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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    Holmes said on Sep 19, 2014 | Add your feedback

  • 1 person finds this helpful

    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 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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    Francesco Aliprandi said on May 12, 2013 | Add your feedback

  • 1 person finds this helpful

    每次要匯報,便會想起它,有些蠻好的,打算二次閱讀英語版

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    Idd0060 said on Jul 19, 2012 | Add your feedback

  • 1 person finds this helpful

    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 ...(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。

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    mouson said on Jul 18, 2012 | Add your feedback

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