Made to Stick

Why Some Ideas Survive and Others Die

Chip Heath, Dan Heath

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Hardback

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English

Random US
02 January 2007

Economics & Business; Business strategy

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.

By: Chip Heath, Dan Heath
Imprint: Random US
Country of Publication: United States
Dimensions: Height: 217mm, Width: 146mm, Spine: 28mm
Weight: 408g
ISBN: 9781400064281
ISBN 10: 1400064287
Pages: 336
Publication Date: 02 January 2007
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Reviews for Made to Stick: Why Some Ideas Survive and Others Die

Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable--and the Heaths do the telling with beautiful clarity. --The Christian Science Monitor Utterly compelling. --Los Angeles Times Surprising and provocative. --The New York Sun Savvy. --People Fun to read and solidly researched. --Publishers Weekly (starred review)