Made to Stick
Why Some Ideas Survive and Others Die
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Made to Stick by Chip Heath
Book DescriptionMark 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 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? 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 vision for a new product 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 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."
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Book DetailsISBN: 9781400064281
(210mm x 150mm x 27mm)
Imprint: Random House Inc
Publisher: Random House USA Inc
Country of Publication: United States
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Shows you how to overcome your brain's natural shortcomings. This book draws on decades of psychological research to explain why we so often get it very badly wrong - why our supposedly rational brains are frequently tripped up by powerful biases and wishful thinking.
Switch, Paperback (March 2011)
We all know that change is hard. It's unsettling, it's time-consuming, and all too often we give up at the first sign of a setback. But why do we insist on seeing the obstacles rather than the goal? The authors argue that we need only understand how our minds function in order to unlock shortcuts to switches in behaviour.
Made to Stick, Paperback (February 2008)» View all books by Chip Heath
Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.
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Author Biography - Chip Heath
Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California. Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina.
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