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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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  •  
    Jeremy St Paul, MN, USA 09-05-09
    Jeremy St Paul, MN, USA 09-05-09
    HELPFUL VOTES
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    "Even Better The Second Time"

    As soon as i finished this book, i started over from the beginning, just to appreciate and learn from it's use of the ideas it teaches.

    The writers suggest that for an idea to be sticky, it should follow these 6 princples:

    1. Simple
    2. Unexpected
    3. Concrete
    4. Credible
    5. Emotional
    6. Stories

    And there is no better way to sum up this book. It follows and teaches these principles brilliantly.

    43 of 44 people found this review helpful
  •  
    Julie San Francisco, CA, United States 07-03-07
    Julie San Francisco, CA, United States 07-03-07 Member Since 2006
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    "How to Communicate Effectively"

    This is not just a marketing book. It is a book on how to deliver presentations, how to write, how to teach, how to promote new ideas at work. The book forever changed the way I will do each of these things and I wish I could have read it many years ago.

    28 of 30 people found this review helpful
  •  
    Paul Kyle, TX, USA 07-14-07
    Paul Kyle, TX, USA 07-14-07
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    "It Stuck with Me"

    Hands down one of the top offerings available on audible.com!

    I could heap superlative after superlative on this book in an attempt to convince you to buy it - but I won't.

    The fewer people that read this book, the better off for me. The knowledge is so simple, yet so practical, I want to be able to use it all for my own personal gain and not have to share it with other potential competitors in the idea marketplace.

    On a side note, who ever said the narrator was dry or ineffective....well lets just say they don't know what they are talking about. The narration was smooth and totally appropriate for the content delivered. He nailed it.




    14 of 15 people found this review helpful
  •  
    Douglas Thompsons Station, TN, USA 02-02-08
    Douglas Thompsons Station, TN, USA 02-02-08
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    "Great tips for getting your message across!"

    Being an accountant, my analytical nature makes me skeptical of books on communication. This one completely impressed me because the authors brought the points to life with real examples of why messages do or don't work. I found many areas where I've been making mistakes and can take immediate steps toward improvement. It's well worth the time to listen, and you'll find yourself wishing you could take notes or highlight passages.

    13 of 14 people found this review helpful
  •  
    Joe San Diego, CA, USA 02-27-07
    Joe San Diego, CA, USA 02-27-07
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    "It Stuck!"

    This interesting book elaborates on "The Tipping Point" by Gladwell and uses a similar writing style to get across its reasons why some ideas stick and why others don't. It's a good read for those who are interested in the psychology of marketing and even the concept of communication in general, but actual marketers will find it difficult to get a lot of practical methods out of the book.

    The book starts off with those ubiquitous urban legends we've all heard (i.e. the man who gets his kidney stolen from a stranger and ends up in a bath tub full of ice and a tube sticking out of his back), and explains why that idea sticks and why others don't. The Heath brothers go on to describe why numerous ideas have stuck in the collective mind: "It's the economy stupid," "Where's the beef," the pocket radio, and that movie popcorn has a more saturated fat than you want to know.

    The heath brothers' survey of successful ideas is wide-reaching (a great deal more than Gladwell's entertaining book), and the reader will recognize most of the case studies, which aids their main idea of stickiness.

    The authors put the stickiness factors in a nice little acronym (S.U.C.C.E.S), though the ideas those letters represent didn't stick with me (sorry) and gave a nice overview in the end with a real-life troubleshooting guide that sums up their ideas. It's a great read for everyone, not just marketing professionals.

    25 of 28 people found this review helpful
  •  
    May Lou Hely 06-08-10
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    "Amazing great book"

    I love this book. In fact, I will listen to it again with pen and paper. Great ideas, very easy to follow, well organized. A highly enjoyable book even if you're not trying to market or sell a product.

    4 of 4 people found this review helpful
  •  
    Neale Blackwood PERTH, WA Australia 11-05-08
    Neale Blackwood PERTH, WA Australia 11-05-08 Listener Since 2006

    Neale

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    "It Stuck"

    A great listen.
    The research was eye opening and the strategies apply to many aspects of life. Great stories to share at home and work.

    Well read. Contains humorous as well as enlightening moments.

    Will probably buy the book to have it in print as well.

    8 of 9 people found this review helpful
  •  
    Carla Burnaby, British Columbia, Canada 07-05-11
    Carla Burnaby, British Columbia, Canada 07-05-11 Member Since 2014
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    "Good book, but I'd buy the hard copy"

    I enjoyed this book and the principles within. Naturally, a book about making ideas stick will be sure to present it's ideas in a way that's entertaining and memorable. However, the weakness in my mind was the audio book format. I constantly felt like I wanted to stop and write things down (lists of tactics, steps in processes) but of course I couldn't since I usually listen to audio books while driving. I think most people would find this book more useful in hard copy format than in audio version since it's quite tactical and instructive.

    3 of 3 people found this review helpful
  •  
    Anshum Novi, MI, USA 12-17-09
    Anshum Novi, MI, USA 12-17-09 Member Since 2014
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    "One of the best"

    "Made to Stick" is classified as a book on marketing by most websites. I think it is a mistake. This book is so simple and powerful that the ideas presented can ve used in almost any setting from home to board room. For anyone wondering "why do people not get it", this book has the answer.

    7 of 8 people found this review helpful
  •  
    Amazon Customer 01-03-08
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    "This sticks"

    I've listened to and read many self help books from Dale Carnegie to Steven R Covey and this one is right up there! I realize a book is good when I find myself having to tell others what I've heard because it impacted me so much and that happens every day with this. The stories are memorable and clarify what the reader wants to know. The reader: those who want to improve how they communicate ideas to bosses, classes, groups, and even children. This is a repeat-listen!

    14 of 17 people found this review helpful

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