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Made to Stick | [Chip Heath, Dan Heath]

Made to Stick

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". In this indispensable guide, we discover that sticky messages of all kinds draw their power from the same six traits.
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Publisher's Summary

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 new-product vision 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 includes a fast-paced tour of success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass full of bacteria to prove a point about stomach ulcers, the charities who make use of "the Mother Teresa Effect", and 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.

©2006 Chip Heath and Dan Heath; (P)2007 Random House, Inc.

What the Critics Say

"An entertaining, practical guide to effective communication. Fun...and solidly researched." (Publishers Weekly)

What Members Say

Average Customer Rating

4.2 (2101 )
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  •  
    Steven Morris San Diego, CA USA 04-30-07
    Steven Morris San Diego, CA USA 04-30-07 Member Since 2005
    HELPFUL VOTES
    21
    ratings
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    33
    7
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    1
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    Overall
    "Insightful!"

    This is a brilliant and insightful book! Clever, funny in spots and full of useful information. I've listened to it twice.

    0 of 0 people found this review helpful
  •  
    James Golden Valley, MN, USA 04-27-07
    James Golden Valley, MN, USA 04-27-07 Member Since 2002
    HELPFUL VOTES
    22
    ratings
    REVIEWS
    10
    6
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    "It's the best"

    This is the most useful, most readable book about communications I've ever read.
    And I've read lots.
    As an executive coach, most of what I do is listen. The art in this work is, when I say something, to have it connect with both a client's head and heart in a way that sticks.
    The Heath brothers have taught me why I succeed when it works, and why I fail when it doesn't.
    Finally, I'm cheap, yet I've given away 2 dozen copies of this book.

    0 of 0 people found this review helpful
  •  
    Terry Nelson, British Columbia, Canada 04-08-07
    Terry Nelson, British Columbia, Canada 04-08-07 Member Since 2003
    HELPFUL VOTES
    127
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    67
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    5
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    Overall
    "IMPACT"

    Why ideas stick and some marketing works. Well written, well narrated and very applicable to understanding marketing from the point of view of a consumer and a marketer.

    0 of 0 people found this review helpful
  •  
    Pete Harrell 04-06-07
    HELPFUL VOTES
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    5
    4
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    "Profound, a must hear."

    Though the narration is a bit dry, "Made to Stick" is as profound as it is practical. The Heath brothers have managed to quantify that hard to pin down "it" that some ideas have that makes them memorable and effective. I will never make a presentation, woo a client, make an argument, or write a report in the same way again. If you want to become a highly effective communicator, this is a must hear book. After listening I bought a hard copy to mark up and to have handy as a ready reminder and reference. Its that good.

    0 of 0 people found this review helpful
  •  
    C Chestnuthill, MA, United States 03-01-08
    C Chestnuthill, MA, United States 03-01-08
    HELPFUL VOTES
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    4
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    "Stay away"

    This is a boring book that can be summarized in two minutes. In addition the narrators voice is annoying. After falling asleep several times I gave up.

    2 of 6 people found this review helpful
  •  
    Leigh Barrie, Ontario, Canada 02-27-11
    Leigh Barrie, Ontario, Canada 02-27-11 Member Since 2010

    Cricket

    ratings
    REVIEWS
    3
    1
    Overall
    "<Yawn>"

    Probably one of the most boring books I've listened to. The stories are long and too drawn out ... a real snore fest.

    0 of 1 people found this review helpful
  •  
    aldo Miami, Florida, United States 11-05-10
    aldo Miami, Florida, United States 11-05-10
    ratings
    REVIEWS
    21
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    "This book is not made to stick"

    Do not waste your time and money. This book is boring, with very weak evidences to support its ideas, full of innecesary details. It does not even apply the concepts that could have made it more sticky.

    0 of 1 people found this review helpful
  •  
    Michelle Miami Shores, FL, United States 09-25-08
    Michelle Miami Shores, FL, United States 09-25-08 Member Since 2004
    HELPFUL VOTES
    9
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    "mikey s"

    So many thoughts so little time.
    Everyone should reed this book there are ideas here that can be used matter what you do.

    1 of 4 people found this review helpful
  •  
    Jason Springdale, AR, USA 02-24-09
    Jason Springdale, AR, USA 02-24-09
    HELPFUL VOTES
    22
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    7
    5
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    "A GREAT CURE FOR INSOMNIA"

    Bleh! The guy reading this is super monotone boring! I made it about 1.5 hrs into the book and gave up. It might be better reading it myself...not too sure cuz it was so boring to listen to I gave up....
    Someone with enthusiasm should read the book...

    1 of 6 people found this review helpful
  •  
    Robert Ukiah, CA, USA 01-26-08
    Robert Ukiah, CA, USA 01-26-08
    ratings
    REVIEWS
    2
    1
    Overall
    "DISAPPOINTED"

    The title of the review says it all. Seems to be mostly a textbook for advertising or journalism majors. Bored me to tears after about an hour.

    0 of 4 people found this review helpful
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