Made to Stick: Why Some Ideas Survive and Others Die

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Random House Publishing Group, Jan 2, 2007 - Business & Economics - 336 pages
NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to improve your idea’s chances—essential reading in the “fake news” era.


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.


BONUS: This edition contains an excerpt from Chip Heath and Dan Heath's Switch.
 

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Review: Made to Stick: Why Some Ideas Survive and Others Die

User Review  - Alicia Carlsen - Goodreads

This book is definitely sticky and I can already see how the ideas can be applied in business, church, and so much more. Read full review

Review: Made to Stick: Why Some Ideas Survive and Others Die

User Review  - Johnny Galt - Goodreads

Great book. I found it a little less fluid than I wanted it to be since there were some obvious main points they were trying to drive but overall it was good even though somewhat hard to engage. I did ... Read full review

Contents

The day the heart monitor lied Shop talk at Xerox Helpful and unhelpful visu
204
WHAT STCKS
238
STCKY ADVICE
253
TALKING STRATEGY Craniums CHIFF Inert strategies Costcos salmon
262
TEACHING THAT STICKS Mugs as variables The San Diego Zoos food
283
NOTES
291
ACKNOWLEDGMENTS
309
Copyright

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About the author (2007)

Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California. 
 
Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina.
 
Together, Chip and Dan have written three New York Times bestselling books: Made to StickSwitch, and Decisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book is The Power of Moments.

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