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Made to Stick: Why Some Ideas Survive and Others Die | 
 enlarge | Authors: Chip Heath, Dan Heath
Publisher: Random House
Category: Book
List Price: $25.00
Buy New: $14.00
You Save: $11.00 (44%)
New (46) Used (21) Collectible (6) from $13.79
Rating:  219 reviews
Sales Rank: 355
Media: Hardcover
Edition: 1
Pages: 336
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.2 x 5.6 x 1.3
ISBN: 1400064287
Dewey Decimal Number: 302.13
EAN: 9781400064281
ASIN: 1400064287
Publication Date: January 2, 2007
Availability: Usually ships in 1-2 business days
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Product Description
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 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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| Customer Reviews: Read 214 more reviews...
 A good book for both marketing newcomers and seasoned professionals October 7, 2008
Matthew Balogh
A great source of inspiration for marketing professionals and anyone else who needs their message to stick. In their organized approach to sticky communication, the brothers Heath take their own advice in writing a Simple, Unexpected, Concrete, Credible, Emotional, Story. Okay, it wasn't that emotional, but they didn't stop there.
This book is full of interesting, useful, and practical insights for any marketing professional. Five years or fifty, it's a must-read regardless of how long you've been in the industry. For the less experienced, Dan and Chip cover the basics with insightful twists and thought provoking examples. They take simple ideas, like proverbs, and break them down into easy to understand and, more importantly, reproducible thoughts.
For the seasoned professional, this book will make you take a step back, evaluate, and refocus your messages with questions like: "what's the core message?" and "are you a tapper?" This `simplicity' (as other's have called it) of the book is a great strength. Being in the business myself I find all too often messages drift from their core and become over complicated by organizations looking for their next award.
I live in the world of online and technology marketing so it is very important for me to make the most impact in the least amount of time. Studies show that I have less than 10 seconds, most times less, to make enough impact on a potential customer that they want to stick around. Made to Stick doesn't do it for you, but it does serve as a great inspiration and gives clear, simple guidelines to help you get it done.
Made to Stick October 5, 2008
KJS (USA)
Excellant book to read. Well written. Great lessons for learing to present that unique idea you want to stick customers' minds.
 Good service - Expensive delivery October 4, 2008
S. Bitton (Texas)
Service was good, delivered on time. BUT i thought i was saving by ordering on amazon when i realized that once the delivery charge was added, it actually doubled the price of the book...
To go from $8 to $16 price tag for shipping does not justify the process. Will be careful about that next time...
 Glued to Made to Stick September 25, 2008
ANelson (Saint Louis, MO USA)
Made to Stick provides a simple guide for constructing messages that will engage your audience and endure in their memory. It offers strategies for creating meaningful messages that translate knowledge into action. The six principles of "sticky" ideas--Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, and Stories--are the kind of common sense strategies writers already know but don't always apply. Made to Stick is based on the idea that becoming a good writer is a matter of nurture, rather than nature, and aims to bridge the gap between theory and practice. The real impact of this book is in its many and varied examples of sticky ideas, ranging from urban legends and fables to the Jared/Subway advertisements and Truth anti-smoking campaigns. The sidebar activities in each chapter also give practical instruction on how to turn mediocre writing samples into sticky ones. Whether you're an experienced writer or a beginner, this book provides concrete criteria for evaluating and improving the effectiveness of your writing.
Simplicity -- To be sticky, an idea must be stripped down to its core, free from competing non-essential information.
Unexpectedness -- Surprise or suspense reveals to listeners the gaps in their knowledge and keeps them wanting more information.
Concretness -- Concepts that are tied to tangible examples or images, for example proverbs and fables, endure in our memory longer than the concepts alone.
Credibility -- If a new idea is outside of the audience's schema of what's true, the communicator needs to build authority for the idea.
Emotion -- Caring about an idea is what motivates the audience put information into action.
Stories -- Stories are an engaging way to pass on information, provide mental simulation, inspire, and dispel skepticism.
Made to Stick September 23, 2008
Wendy R. Wulffleff (PA USA)
This book was sent to my home in less than three business days. I did not have to leave the comfort of my home!
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