Made to Stick: Why Some Ideas Survive and Others Die

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Made to Stick: Why Some Ideas Survive and Others Die

by Chip Heath, Dan Heath

Random House Publishing Group | January 2, 2007 | Hardcover

Made to Stick: Why Some Ideas Survive and Others Die is rated 4.625 out of 5 by 8.
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 vision for a new product 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’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.

Format: Hardcover

Dimensions: 336 pages, 8.53 × 5.89 × 1.16 in

Published: January 2, 2007

Publisher: Random House Publishing Group

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1400064287

ISBN - 13: 9781400064281

Found in: Business Communication

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Reviews

Rated 5 out of 5 by from Brilliant Communication Methods Brilliant book on communication. The authors break it down into very simple manageable lessons. They establish a framework on what makes an idea stick in a person's mind and then devote a chapter to each of these ideas complete with real-life examples to validate their arguments.
Date published: 2012-04-13
Rated 4 out of 5 by from SUCCES Each chapter is a manageable chunk in the Made to Stick SUCCES principles. The explanations are thorough and really give you a good foundation to take and run with. I find myself analyzing commercials and marketing campaigns for the SUCCES principles, shaking my head at how few of them follow the principles... now I know why there are so many commercials I have no idea what they're trying to sell - sure they're entertaining, but if the concept they're trying to get across isn't sticking they're wasting their money. A great read, not just for marketers, but for everyone. Really a lesson in communication, Made to Stick will help you break down what you're trying to say and communicate more clearly with co-workers/employees, family, friends, and the whole world.
Date published: 2010-03-27
Rated 5 out of 5 by from Must Read! Ever wonder how you can improve the way you communicate your thoughts to people, or how to make your idea, or pitch sounds better than the other person? This is a good book to read to help all walks of life.
Date published: 2010-02-28
Rated 5 out of 5 by from A Must Read! Chip and Dan have written an excellent text on communication, applicable to many different avenues - business, church, & life in general. Their principles, while common and sometimes intuitive, are very helpful. The Heath brothers have distilled their points and communicated them in such as way as to be accessible to everyone. Their examples of improving write-ups are extremely helpful. I've alredy bought another copy to give away, and have recommended it to many people.
Date published: 2009-11-23
Rated 5 out of 5 by from This book sticks! As a communications strategist, I'm always looking for ways to get my messages to "stick." The authors have outlined some very specific and practical steps that you can take to create stories that will remain uppermost in people's minds.
Date published: 2009-06-26
Rated 3 out of 5 by from Refreshing Take on Getting your Idea Across Although the book doesn't introduce any revolutionary idea, I quite liked it's unique spin at making your ideas stick with others. It's already helped on a few occasions.
Date published: 2009-02-26
Rated 5 out of 5 by from Start making our messages stick Words. Ideas. Everyday we utters a great many words and spreads tons of ideas. The majority of our mental tidbits are just for fun, but sometimes, there are actually things that we want people to remember, to learn, to recall in moments of their lives. This feeling is especially true for teachers, mentors, parents, marketers, or even caring friends. "Made to stick" has collected numerous samples of how ideas can stick, and when they can't. A formula of SUCCESs (simple, unexpected, concrete, credible, emotional, stories) that is easy to follow as a litmus test to our messages and ideas. If we really care enough about the message we communicates to people, we would probably care enough to learn to make it stick. An amazing book, this is.
Date published: 2008-07-26
Rated 5 out of 5 by from Sticks with you! Made to Stick not only made me see communications in a whole new light but the book itself is written in a way that its suggestions are "sticky" and therefore easily implementable. A must-read!
Date published: 2008-01-20

– More About This Product –

Made to Stick: Why Some Ideas Survive and Others Die

by Chip Heath, Dan Heath

Format: Hardcover

Dimensions: 336 pages, 8.53 × 5.89 × 1.16 in

Published: January 2, 2007

Publisher: Random House Publishing Group

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1400064287

ISBN - 13: 9781400064281

About the Book

Focusing on successful marketing campaigns and undying urban legends, this book is written for anyone who strives to craft messages that are memorable and lasting.

Read from the Book

I I N T R O D U C T I O N WHAT STICKS? A friend of a friend of ours is a frequent business traveler. Let’s call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink. He’d just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks—one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered. Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice. He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don’t move. call 911. A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, “Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?” Anxious, he felt around behind him. Sure enough, there was a tube. The operator said, “Sir, don’t panic, but one of your kidneys has been harvested. There’s a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don’t mov
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From the Publisher

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 vision for a new product 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’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.

About the Author

Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California.

Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina.
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