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 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.

From inside the book

Contents

INTRODUCTION
3
CHAPTER 1
25
CONCRETE
98
CHAPTER 4
130
CHAPTER 5
174
STORIES
204
EPILOGUE
238
STICKY ADVICE
253
CHAPTER 2
259
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 Stick,†Switch, 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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