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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

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  •  
    Oliver Copenhagen 03-14-08
    Oliver Copenhagen 03-14-08
    HELPFUL VOTES
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    "What a lot a babble"

    I'm not dismissing the truth of what is said in this book. But I think it is more than 8 hours of blah blah blah - case stories and anecdotes. It does not stick. I just get bored. I thought this book would be helpful with good advice of how to communicate more effectively, but no such luck - only a lot of babble. Like in "The Long Tail" which is also a bestseller, but exactly as boring as this one...

    21 of 30 people found this review helpful
  •  
    André ORLANDO, FL, United States 05-05-13
    André ORLANDO, FL, United States 05-05-13 Member Since 2011

    I love AUDIBLE! I never get mad at traffic jams and can listen to many different books, despite of my short time.

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    "Stick to this book"

    A fantastic reading, if you are on marketing or just wondering how to make your blog more visible.
    Many great tips.
    I've read this book after Contagious. And they are complementary. This book talks about how the idea must be dealt with. And "Contagious" is about how to spread your message.

    1 of 1 people found this review helpful
  •  
    G. House Sr. Sherborn, MA, United States 01-18-13
    G. House Sr. Sherborn, MA, United States 01-18-13 Member Since 2012

    I am an avid listener. I listen between 75-100 hours per month on my iPhone: 60% fiction to 40% non-fiction.

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    "What's in an acronym - SUCCES?"

    You are sitting in your conference room listening to yet another diatribe about why the next deal is going to close and close soon. By the way, let’s give it away for almost nothing because it not this deal we want it’s the one that’s 100x bigger and brighter, with bleach borax and brightener we want. Statistic after ungrounded statistic flows from the mouth of you head sales guy like a geyser from Old Faithfull. All of which you have heard, seen and smelled the excrement before. You know what, nothing he says sticks, you are left with plenty of emotion - anger.

    Here is where the Heath brothers jump in with their book Made to Stick. They offer a simple, concrete way of helping your messages stick. They do this by offering stories that work; the context of their impressive academic and business backgrounds establish the needed credibility. For a book like this to succeed, it has to drink its own cool-aid. I am please to say that the authors have and succeed. Simple, Unexpected, Concrete, Credible, Emotional, Story: okay, now you understand the acronym. But you’ll have to read this fine work in order to put the gas in your tank.

    I plan on re-reading his book the old fashion way and most likely listening to it again. I highly recommend that you do. When you are done, you’ll maybe better listener as well; but you will sure as heck need to practice. This book is about communication not oration.

    1 of 1 people found this review helpful
  •  
    Marty East Thetford, VT, United States 09-29-11
    Marty East Thetford, VT, United States 09-29-11 Member Since 2008

    Marty Jacobs consults in the areas of strategic planning, board governance, leadership development, and community engagement.

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    "Marketing Made Easy"

    Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath and Dan Heath, 2007. For those of us who struggle with marketing, this book offers a relatively straightforward recipe for creating more effective marketing strategies. The model the authors propose spells the word “SUCCESs”: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories, and they devote a chapter to each part of the model. OK, so maybe their spelling is a bit off, but their message is clear: for a message to stick, the audience needs to pay attention, understand and remember it, agree with and believe in it, care about it, and be able to act on it. Scattered throughout the book are clinics, real examples of messages that they analyze using their SUCCESs model and that helps the reader grasp the concepts in a very concrete way. At the end of the book is a Symptoms and Solutions section that reads like a Frequently Asked Questions and troubleshoots some of the typical problems we all run into when trying to get our message across.

    3 of 4 people found this review helpful
  •  
    Monica Lansing, MI, USA 12-16-09
    Monica Lansing, MI, USA 12-16-09
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    "Memes"

    A meme is an idea. This book is full of anecdotal tales that show how a simple idea can become the compass point that guides great companies, individuals, and impacts nations. My attention was held from beginning to end, and then I listened to it all over again. And again. "Made to Stick" is a must read for anybody that needs to get a message heard.

    1 of 1 people found this review helpful
  •  
    Thomas Belton, TX, USA 11-06-09
    Thomas Belton, TX, USA 11-06-09 Member Since 2007
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    "Best Communication Book I Have Read"

    I'm a speech and debate coach. I advised my students to read this book. The students who read out performed the ones who didn't. One team even won the five state region tournament. This book works and it is fun to read.

    1 of 1 people found this review helpful
  •  
    Mike San Antonio , TX, USA 02-26-09
    Mike San Antonio , TX, USA 02-26-09
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    "fun and refreshing"

    Fun read, loved the ideas presented, very true, practical, and useful. Narrator did a great job as well. I mean, the words themselves are incredibly intriguing but his voice definitely made it even more fun to listen to. A must read for most people; all too often people go about presenting their ideas the wrong way.

    1 of 1 people found this review helpful
  •  
    03-13-08
    03-13-08 Listener Since 2007
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    "One of the Best Business Books I have Read."

    The way in which examples were given drive home the points that are being put across.

    1 of 1 people found this review helpful
  •  
    Richard White Haslemere UK 01-21-08
    Richard White Haslemere UK 01-21-08 Listener Since 2004

    Author 'The Accidental Salesman Networking Survival Guide'

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    "Excellent work"

    A must listen for anyone interested in powerful communication. It was well put together and very compelling to listen to.

    1 of 1 people found this review helpful
  •  
    Paul Ottawa, Ontario, Canada 01-14-08
    Paul Ottawa, Ontario, Canada 01-14-08
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    "If I had more thumbs, they'd be up too!"

    I really, REALLY enjoyed this audiobook. As a student of Advertising, I found this gem to be extremely helpful with my campaign writing, and though it really helped me, it also makes me want to keep it as my very own secret. I'd recommend this book to anyone in the advertising, sales, or business fields. I suggest you bring a pen and pad with you when you listen to this, because there are a lot of really good points to take note of.

    3 of 4 people found this review helpful
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  • Yousef
    Afghanistan
    12/7/13
    Overall
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    "A must for marketers!"
    What made the experience of listening to Made to Stick the most enjoyable?

    The narrator made the listening experience very enjoyable and of course the book is great.


    What was one of the most memorable moments of Made to Stick?

    We use idioms and proverbs in our day to day lives on daily basis, while its obvious, the book makes a good point about how these proverbs/idioms last for centuries - they stick!


    Have you listened to any of Charles Kahlenberg’s other performances? How does this one compare?

    No


    If you made a film of this book, what would be the tag line be?

    Film is probably not a good format for this, a documentary would be fantastic though.


    Any additional comments?

    This is a great book and I highly recommend it to marketers as well as businesspeople.

    0 of 0 people found this review helpful
  • Desiree
    Hungerford, United Kingdom
    5/20/12
    Overall
    "the best"

    Made to stick really stuck with me, I loved, loved this audio book. It has made me think about how I market my own products. This book is a must read.

    0 of 0 people found this review helpful
  • Chris
    Southend, United Kingdom
    11/9/10
    Overall
    "Made To Stick"

    it doesn't stick - just finished can't remember a thing ....

    0 of 11 people found this review helpful
  • Showing: 11-13 of 13 results PREVIOUS12NEXT

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