Dimensions: 336 pages, 8.53 × 5.82 × 1.16 in
Published: January 2, 2007
Publisher: Random House Publishing Group
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
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
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.