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.
"An entertaining, practical guide to effective communication. Fun...and solidly researched." (Publishers Weekly)
I teach WordPress web design online, focusing on the *design* part - and fun:) I love learning new concepts, hence all these audiobooks;)
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...
I love AUDIBLE! I never get mad at traffic jams and can listen to many different books, despite of my short time.
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.
I am an avid listener. I listen between 75-100 hours per month on my iPhone: 60% fiction to 40% non-fiction.
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.
Marty Jacobs consults in the areas of strategic planning, board governance, leadership development, and community engagement.
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.
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.
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.
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.
Author 'The Accidental Salesman Networking Survival Guide'
A must listen for anyone interested in powerful communication. It was well put together and very compelling to listen to.
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.
Some very useful tips to learn from the more experienced. Anecdotal and intellectual nuggets of wisdom.
"Sticky concrete ideas!"
Yes, to help me to remember how to present and write in a memorable way, but much more than that as those ideas will stick in my memory too!
"Crafting Messages that Create an Impact"
Excellent overview of an essential life/business topic. How do we communicate in a way that engages others and makes such an impact that they remember it afterwards. This is broken down into six different areas. All described and illustrated with sticky examples.
Favourite concept: "The curse of knowledge". Communicating information that 'we know' well to 'people who don't know' is an art. Unfortunately, we often make assumptions of the audience and fail to grasp what it is like to not have any knowledge of the subject - and once we do that fail to effectively communicate. Great book.
I enjoyed every bit of this book and wound read it once a month till I am a living copy of this book.
"Very well put together! Loads of great ideas"
Easy to follow along with clear stories and well presented ideas.
One of my favorite listens for those "oh yeah! I must remember to do that again" moments
"Inspiruje i uczy"
Great inspiration and well read story that teaches a lot. I'm really glad I got this audiobook :)
"Lots to think about"
One of the best takeaways was 'the commander's intent'. Being clear on your mission as an organization so that each and every department knows what to do introduces so many things - clarity of purpose, motivation, confidence and a likelihood that the organization actually will deliver what their customers want/help them get their jobs done.
An example was a flight attendant for a low cost airline is told she/he needs to increase shareholder value - this is too abstract and conceptual to be meaningful...there is a clear framework that you can work to apply and lots of reflection post reading the book
"Sticky stuff made simple"
I'd recommend this audiobook to anyone wanting to spread a great message
Not like any marketing book I've ever read! Unique points and great language to get the message across
Delivery was a little dry. Had to keep rebuffering to a prior passage to hear parts I'd tuned out of
Not a book to listen to all in one go. Digesting chapter by chapter worked better for me
Great concepts. I'm going to buy the actual book now to refer back to points made.
"Dead pan voice. But good lessons."
There is a lot of good info in this book but the delivery is robotic.
"one to listen to a few times. good content "
some key goodies in this book. was looking for presentation skills help. there's a bit of that in there but a lot more on how to frame your ideas to... make them stick..
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