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 new-product vision 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 includes a fast-paced tour of success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass full of bacteria to prove a point about stomach ulcers, the charities who make use of "the Mother Teresa Effect", and 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.
©2006 Chip Heath and Dan Heath; (P)2007 Random House, Inc.
"An entertaining, practical guide to effective communication. Fun...and solidly researched." (Publishers Weekly)
"One of the best communication books ever written"
You know when a management book is great - because the information is obvious and hardly ever followed. I found this very inspiring - exactly what I needed.
"So simple, so helpful, already applying lessons"
A large part of my job is synthesising data into succinct PPT decks and this book is exactly what i needed. They explain exactly how to get your point across. I've read loads of business and self help books but this is my favourite by far - so action orientated.
Finished this morning and might start listening again tomorrow...
"I just ordered the paper version"
Listened to this on holiday, uses many real life examples to illustrate the concepts and goes back to several throughout the book to clarify the points. I have now ordered the paper version on amazon so I can study the book in more details.
"One of the best books I've ever come across"
This audio book blew me away. I don't really get some of the other reviews on this page, the whole point of this book is making ideas stick, although Chip and Dan do touch on many other issues (all relating to sticky ideas). They also use many real world examples of ideas which stick and ideas that don't stick. This is an essential read for anyone whose job involves making ideas sticky - anyone in marketing and PR, also great for teachers.
Their six given criteria are awesome, and most if not all of the most popular advertising campaigns meet these criteria.
I'll be listening to this book again.
"Easy and concrete"
I like this book allot! It has several interesting points and how-to's and the narration is superb!
"Instantly changed how I structure blogs"
Some fascinating insights with practical advice that can be applied immediately. Have now listened to several chapters many times and bought the Kindle edition to take notes too. As a practical guide to improving communication I can't recommend it highly enough.
"Simple to understand and apply"
This is a very useful book. It focuses on how to make your ideas memorable and "sticky" and the principles are not just useful professional journalists, ad men or PR experts. I've found myself thinking about these principles when I'm doing things as mundane as explaining something on the phone and sending emails. And as a bonus it's entertaining too!
"Excellent & Engaging"
Excellent, engaging easy to follow well read. An excellent study of ideas and messages and how they stick with some great examples. Highly recommend
Made to stick really stuck with me, I loved, loved this audio book. It has made me think about how I market my own products. This book is a must read.
"Made To Stick"
it doesn't stick - just finished can't remember a thing ....
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