Made to Stick

Why Some Ideas Survive and Others Die

By: Chip Heath, Dan Heath

Narrated by: Charles Kahlenberg

Length: 8 hrs and 37 mins

Publisher's summary

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.

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

Critic reviews

“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

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.

classic

Made to stick by Dan and Chip Heath is a must read for everyone professionals as well as stay at home parents. it's clear with easy examples. The narrator is engaging with a good pace.

Thought provoking, how we pay attention & remember

A nugget of Thinking Fast and Slow, with a more specific focus, and easier to follow, fewer topic shifts and concept introductions. A solid "Hmmm" on the thought provoking scale.

I was told it’s amazing and it is just that!

I am a big fan of the authors and another hit for me, however I read SWITCH for them, but this is actually a much older book and still as amazing!!

Will certainly read their other books

The Best Book I've Bought in the last Year

The Best Book I've Bought in the last Year. Great examples...huge stories, incredible parables. Just one of those paradigm shifting reads

If you're in business, this is worth reading!

Marketing in today's world has become complex with so much competition for our attention. This book will be the best you can read to help your business succeed. Using highly effective examples and experiences, the authors bring a great deal of information to instruct business owners to craft messages that customers remember. Sell more when your message sticks!

A Must Read

A must read for everyone - presenters, teachers, students, entrepreneurs, managers, virtually anyone. You will gain a tremendous real world value from this read.

The authors eat their own dog food and the book is full of memorable stories and examples.

Phenomenal story superbly presented.

Great concepts laid out in an easy to understand and sticky manner. The object lessons were most helpful and the examples were spot on.

Great Book with many analogies

This book would be very beneficial to anyone or organization looking for guidance across multiple marketing levels. Made to stick is a keeper and will be referred to.

One of the best books I've ever listen

Can you develop a message based in a set of principles that guarantees it will be effective in: people understanding it, people caring for it, people remembering it and people acting according to what you desire? This book provides these set of principles, I've tried and it works beautifully!