Made to Stick: Why Some Ideas Survive and Others Die

Chip Heath & Dan Heath

Physical

In Circulation

NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post
 
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.

What will you learn from this book

  1. S.U.C.C.E.S. Model: The book introduces the S.U.C.C.E.S. model (Simple, Unexpected, Concrete, Credible, Emotional, Stories) as a framework for creating sticky ideas that resonate with people.

  2. Simplicity: The importance of simplicity in communication is emphasized. Simple ideas are more likely to be understood, remembered, and shared.

  3. Unexpectedness: The book discusses the power of surprise and unexpected elements in capturing people's attention and making ideas memorable.

  4. Concreteness: Concrete details and vivid imagery enhance the memorability of ideas. The book explores how specific, tangible language can make concepts more understandable.

  5. Credibility: Ideas need to be credible to be accepted. The book delves into the factors that contribute to the credibility of a message and how to establish it effectively.

  6. Emotional Connection: The role of emotions in making ideas stick is explored. Emotional stories and appeals can create a deeper connection with the audience.

  7. The Power of Stories: Stories are highlighted as powerful tools for conveying ideas. The book discusses the elements of effective storytelling and how narratives can enhance the stickiness of concepts.

  8. Understanding the Curse of Knowledge: The authors introduce the concept of the "Curse of Knowledge," emphasizing the challenge of communicating ideas when one possesses too much knowledge and assumes others have the same understanding.

  9. Testing and Adapting Ideas: The importance of testing ideas and being open to adaptation is discussed. The book encourages a willingness to refine and adjust messages based on feedback.

  10. Practical Application: Throughout the book, practical examples and case studies are provided to illustrate the principles of stickiness. Readers are encouraged to apply these principles to their own communication challenges.

Language English
ISBN-10 1400064287
ISBN-13 9781400064281
No of pages 291
Font Size Medium
Book Publisher Random House
Published Date 02 Jan 2007

About Author

Author : Chip Heath & Dan Heath

4 Books

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