Made to Stick

Made to Stick

Why Some Ideas Survive and Others Die

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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? Educators and idea collectors Chip and Dan 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 fast-paced tour of success stories (and failures), 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. This book that will transform the way you communicate ideas.--From publisher description.
Publisher: New York :, Random House
Copyright Date: ©2007
ISBN: 9781415936566
Characteristics: 1 sound file : digital
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t
tj_is_cool
Jul 02, 2014

S - simple (the idea must be stripped to its core, and the most important concepts should jump out), U - unexpected (the idea must destroy preconceived notions about something. This forces people to stop, think, and remember), C - concrete (avoid statistics, use real-world analogies), C -credible, E - emotions (information makes people think, but emotion makes them act. Appeal to emotional needs, sometimes even way up on Maslow's hierarchy), S - stories (a story gets people into paying closer attention, and feeling more connected)

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brnnnfx
Nov 29, 2013

Great insight and a reminders that we tend for forget, like to keep what you're communicating focused on the core of the message. The core of this book is on the first disc; the remaining discs are supplementary but still useful.

JCLKimG May 16, 2013

Great read for business professionals. If you liked this, check out The Tipping Point: How Little Things Can Make a Big Difference by Malcom Gladwell and Contagious: Why Things Catch On by Jonah Berger.

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