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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 news stories circulate effortlessly. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle to make them "stick."
In Made to Stick, 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. Along the way, 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 Stick will transform the way you communicate. 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 Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick.
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 news stories circulate effortlessly. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle to make them "stick."
In Made to Stick, 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. Along the way, 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 Stick will transform the way you communicate. 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 Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick.
3(22)
Kidney heist
Movie popcorn
Sticky = understandable, memorable, and effective in changing thought or behavior
Halloween candy
Six principles: SUCCESs
The villain: Curse of Knowledge
It's hard to be a tapper
Creativity starts with templates
Simple
25(38)
Commander's Intent
THE low-fare airline
Burying the lead and the inverted pyramid
It's the economy, stupid
Decision paralysis
Clinic: Sun exposure
Names, names, and names
Simple = core + compact
Proverbs
The Palm Pilot wood block
Using what's there
The pomelo schema
High concept: Jaws on a spaceship
Generative analogies: Disney's ``cast members.''
Unexpected
63(35)
The successful flight safety announcement
The surprise brow
Gimmicky surprise and ``postdictability.'' Breaking the guessing machine
``The Nordie who. . .''
``No school next Thursday.''
Clinic: Too much on foreign aid
Saturn's rings
Movie turning points
Gap theory of curiosity
Clinic: Fund-raising
Priming the gap: NCAA football
Pocketable radio
Man on the moon
Concrete
98(32)
Sour grapes
Landscapes as eco-celebrities
Teaching subtraction with less abstraction
Soap-opera accounting
Velcro theory of memory
Brown eyes, blue eyes
Engineers vs. manufacturers
The Ferraris go to Disney World
White things
The leather computer
Clinic: Oral rehydration therapy
Hamburger Helper and Saddleback Sam
Credible
130(35)
The Nobel-winning scientist no one believed
Flesh-eating bananas
Authority and antiauthority
Pam Laffin, smoker
Powerful details
Jurors and the Darth Vader toothbrush
The dancing seventy-three year old
Statistics: Nuclear warheads as BBs
The human-scale principle
Officemates as a soccer team
Clinic: Shark attack hysteria
The Sinatra Test
Transporting Bollywood movies
Edible fabric
Where's the beef
Testable credentials
The Emotional Tank
Clinic: Our flawed intuition
NBA rookie camp
Emotional
165(39)
The Mother Teresa principle: If I look at the one, I will act
Beating smoking with the Truth
Semantic stretch and why unique isn't unique
Reclaiming ``sportsmanship.'' Schlocky but masterful mail-order ads
WIIFY. Cable television in Tempe
Avoiding Maslow's basement
Dining in Iraq
The popcorn popper and political science
Clinic: Why study algebra
Don't mess with Texas
Who cares about duo piano
Creating empathy
Stories
204(34)
The day the heart monitor lied
Shop talk at Xerox
Helpful and unhelpful visualizations
Stories as flight simulators
Clinic: Dealing with problem students
Jared, the 425-pound fast-food dieter
Spotting inspiring stories
The Challenge Plot
The Connection Plot
The Creativity Plot
Springboard stories at the World Bank: A health worker in Zambia
How to make presenters angry with stories
EPILOGUE WHAT STICKS
238(15)
Nice guys finish last
Elementary, my dear Watson
The power of spotting
Curse of Knowledge again
Pay attention, understand, believe, care, and act
Sticky problems: symptoms and solutions
John F. Kennedy versus Floyd Lee
Making Ideas Stick: The Easy Reference Guide
253(6)
Notes
259(18)
Acknowledgments
277(4)
Index
281
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 336 |
| Inhalt: | Einband - fest (Hardcover) |
| ISBN-13: | 9781400064281 |
| ISBN-10: | 1400064287 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Heath, Chip
Heath, Dan |
| Hersteller: | Random House Children's Books |
| Maße: | 216 x 150 x 35 mm |
| Von/Mit: | Chip Heath (u. a.) |
| Erscheinungsdatum: | 02.01.2007 |
| Gewicht: | 0,463 kg |
3(22)
Kidney heist
Movie popcorn
Sticky = understandable, memorable, and effective in changing thought or behavior
Halloween candy
Six principles: SUCCESs
The villain: Curse of Knowledge
It's hard to be a tapper
Creativity starts with templates
Simple
25(38)
Commander's Intent
THE low-fare airline
Burying the lead and the inverted pyramid
It's the economy, stupid
Decision paralysis
Clinic: Sun exposure
Names, names, and names
Simple = core + compact
Proverbs
The Palm Pilot wood block
Using what's there
The pomelo schema
High concept: Jaws on a spaceship
Generative analogies: Disney's ``cast members.''
Unexpected
63(35)
The successful flight safety announcement
The surprise brow
Gimmicky surprise and ``postdictability.'' Breaking the guessing machine
``The Nordie who. . .''
``No school next Thursday.''
Clinic: Too much on foreign aid
Saturn's rings
Movie turning points
Gap theory of curiosity
Clinic: Fund-raising
Priming the gap: NCAA football
Pocketable radio
Man on the moon
Concrete
98(32)
Sour grapes
Landscapes as eco-celebrities
Teaching subtraction with less abstraction
Soap-opera accounting
Velcro theory of memory
Brown eyes, blue eyes
Engineers vs. manufacturers
The Ferraris go to Disney World
White things
The leather computer
Clinic: Oral rehydration therapy
Hamburger Helper and Saddleback Sam
Credible
130(35)
The Nobel-winning scientist no one believed
Flesh-eating bananas
Authority and antiauthority
Pam Laffin, smoker
Powerful details
Jurors and the Darth Vader toothbrush
The dancing seventy-three year old
Statistics: Nuclear warheads as BBs
The human-scale principle
Officemates as a soccer team
Clinic: Shark attack hysteria
The Sinatra Test
Transporting Bollywood movies
Edible fabric
Where's the beef
Testable credentials
The Emotional Tank
Clinic: Our flawed intuition
NBA rookie camp
Emotional
165(39)
The Mother Teresa principle: If I look at the one, I will act
Beating smoking with the Truth
Semantic stretch and why unique isn't unique
Reclaiming ``sportsmanship.'' Schlocky but masterful mail-order ads
WIIFY. Cable television in Tempe
Avoiding Maslow's basement
Dining in Iraq
The popcorn popper and political science
Clinic: Why study algebra
Don't mess with Texas
Who cares about duo piano
Creating empathy
Stories
204(34)
The day the heart monitor lied
Shop talk at Xerox
Helpful and unhelpful visualizations
Stories as flight simulators
Clinic: Dealing with problem students
Jared, the 425-pound fast-food dieter
Spotting inspiring stories
The Challenge Plot
The Connection Plot
The Creativity Plot
Springboard stories at the World Bank: A health worker in Zambia
How to make presenters angry with stories
EPILOGUE WHAT STICKS
238(15)
Nice guys finish last
Elementary, my dear Watson
The power of spotting
Curse of Knowledge again
Pay attention, understand, believe, care, and act
Sticky problems: symptoms and solutions
John F. Kennedy versus Floyd Lee
Making Ideas Stick: The Easy Reference Guide
253(6)
Notes
259(18)
Acknowledgments
277(4)
Index
281
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 336 |
| Inhalt: | Einband - fest (Hardcover) |
| ISBN-13: | 9781400064281 |
| ISBN-10: | 1400064287 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Heath, Chip
Heath, Dan |
| Hersteller: | Random House Children's Books |
| Maße: | 216 x 150 x 35 mm |
| Von/Mit: | Chip Heath (u. a.) |
| Erscheinungsdatum: | 02.01.2007 |
| Gewicht: | 0,463 kg |
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