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.
"One of the best communication books ever written"
You know when a management book is great - because the information is obvious and hardly ever followed. I found this very inspiring - exactly what I needed.
"One of the best books I've ever come across"
This audio book blew me away. I don't really get some of the other reviews on this page, the whole point of this book is making ideas stick, although Chip and Dan do touch on many other issues (all relating to sticky ideas). They also use many real world examples of ideas which stick and ideas that don't stick. This is an essential read for anyone whose job involves making ideas sticky - anyone in marketing and PR, also great for teachers.
Their six given criteria are awesome, and most if not all of the most popular advertising campaigns meet these criteria.
I'll be listening to this book again.
"I just ordered the paper version"
Listened to this on holiday, uses many real life examples to illustrate the concepts and goes back to several throughout the book to clarify the points. I have now ordered the paper version on amazon so I can study the book in more details.
"Best in class"
I read this book three times over in three weeks. As a young advertising creative, I found it helped enormously with the way I structure my approach to a brief. Using informative anecdotes and laser-guided analysis, it breaks down 'big ideas' from across all walks of life, and shows concretely why they were such a hit. The book practises what it preaches, too- using many of the 'sleight-of-hand' techniques covered to keep you hooked. It's full of jokes, and majestically narrated. Journalism, advertising, psychology, the military, urban legends, politics- this book gives you 'the keys to the city', looking inside some of the most sensational messages of our generation- and I'd recommend this book to anyone who has, or thinks that they might at some point have, a message to spread.
As the book is all about 'memorable moments', saying which was the 'most memorable' would not be so much about the book as one of the anecdotes covered. One of the most useful lessons, however, was about Clinton's presidential campaign- where consultant James Carville kept reminding Clinton that if he said three things, he said- nothing. 'It's the economy, stupid' became the campaign's Crie de Cour, and helped him to win. Saying one thing forcefully is immeasurably better than saying three things. This is a point which is demonstrated again and again in the book.
I think the character of Charles Kahlenberg is pretty fantastic- he's got a fantastic voice,
slow, knowing, urgent, assertive, and really brings the book to life.
Absolutely, yes- although as said in the book with regards to Bill Clinton's presidential campaign, 'if you say three things, you say nothing'- there are so many really really useful lessons in here that I'd actually recommend taking it slow and trying to absorb it in chunks- otherwise you will end up with an idea melange. A very pleasant melange though I must say. Anyway that's why I'm reading it for a third time.
This is my first ever review- I wouldn't usually take the time to do one, but I felt compelled.
I hope you enjoy it as much as I did.
"Simple to understand and apply"
This is a very useful book. It focuses on how to make your ideas memorable and "sticky" and the principles are not just useful professional journalists, ad men or PR experts. I've found myself thinking about these principles when I'm doing things as mundane as explaining something on the phone and sending emails. And as a bonus it's entertaining too!
"Easy and concrete"
I like this book allot! It has several interesting points and how-to's and the narration is superb!
"So simple, so helpful, already applying lessons"
A large part of my job is synthesising data into succinct PPT decks and this book is exactly what i needed. They explain exactly how to get your point across. I've read loads of business and self help books but this is my favourite by far - so action orientated.
Finished this morning and might start listening again tomorrow...
"Instantly changed how I structure blogs"
Some fascinating insights with practical advice that can be applied immediately. Have now listened to several chapters many times and bought the Kindle edition to take notes too. As a practical guide to improving communication I can't recommend it highly enough.
"Fascinating and thought provoking"
Really enjoyed this book . If you liked The Tipping Point chances are you will love this book to. It held my attention.
"Excellent & Engaging"
Excellent, engaging easy to follow well read. An excellent study of ideas and messages and how they stick with some great examples. Highly recommend
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