Made to Stick

Produktbeschreibung

NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the "fake news" era.

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. 

Inhaltsverzeichnis

Introduction What Sticks?

3

(22)

Kidney heist

Movie popcorn

Sticky = understandable, memorable, and effective in changing thought or
behavior

Halloween candy

Six principles: SUCCESs

The villain: Curse of Knowledge

It's hard to be a tapper

Creativity starts with templates

Simple

25

(38)

Commander's Intent

THE low-fare airline

Burying the lead and the inverted pyramid

It's the economy, stupid

Decision paralysis

Clinic: Sun exposure

Names, names, and names

Simple = core + compact

Proverbs

The Palm Pilot wood block

Using what's there

The pomelo schema

High concept: Jaws on a spaceship

Generative analogies: Disney's ``cast members.''

Unexpected

63

(35)

The successful flight safety announcement

The surprise brow

Gimmicky surprise and ``postdictability.'' Breaking the guessing machine

``The Nordie who. . .''

``No school next Thursday.''

Clinic: Too much on foreign aid

Saturn's rings

Movie turning points

Gap theory of curiosity

Clinic: Fund-raising

Priming the gap: NCAA football

Pocketable radio

Man on the moon

Concrete

98

(32)

Sour grapes

Landscapes as eco-celebrities

Teaching subtraction with less abstraction

Soap-opera accounting

Velcro theory of memory

Brown eyes, blue eyes

Engineers vs. manufacturers

The Ferraris go to Disney World

White things

The leather computer

Clinic: Oral rehydration therapy

Hamburger Helper and Saddleback Sam

Credible

130

(35)

The Nobel-winning scientist no one believed

Flesh-eating bananas

Authority and antiauthority

Pam Laffin, smoker

Powerful details

Jurors and the Darth Vader toothbrush

The dancing seventy-three year old

Statistics: Nuclear warheads as BBs

The human-scale principle

Officemates as a soccer team

Clinic: Shark attack hysteria

The Sinatra Test

Transporting Bollywood movies

Edible fabric

Where's the beef

Testable credentials

The Emotional Tank

Clinic: Our flawed intuition

NBA rookie camp

Emotional

165

(39)

The Mother Teresa principle: If I look at the one, I will act

Beating smoking with the Truth

Semantic stretch and why unique isn't unique

Reclaiming ``sportsmanship.'' Schlocky but masterful mail-order ads

WIIFY. Cable television in Tempe

Avoiding Maslow's basement

Dining in Iraq

The popcorn popper and political science

Clinic: Why study algebra

Don't mess with Texas

Who cares about duo piano

Creating empathy

Stories

204

(34)

The day the heart monitor lied

Shop talk at Xerox

Helpful and unhelpful visualizations

Stories as flight simulators

Clinic: Dealing with problem students

Jared, the 425-pound fast-food dieter

Spotting inspiring stories

The Challenge Plot

The Connection Plot

The Creativity Plot

Springboard stories at the World Bank: A health worker in Zambia

How to make presenters angry with stories

EPILOGUE WHAT STICKS

238

(15)

Nice guys finish last

Elementary, my dear Watson

The power of spotting

Curse of Knowledge again

Pay attention, understand, believe, care, and act

Sticky problems: symptoms and solutions

John F. Kennedy versus Floyd Lee

Making Ideas Stick: The Easy Reference Guide

253

(6)

Notes

259

(18)

Acknowledgments

277

(4)

Index

281 

Kritik

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
ÿ
Utterly compelling. Los Angeles Times
ÿ
Surprising and provocative. The New York Sun
ÿ
Savvy. People
ÿ
Fun to read and solidly researched. Publishers Weekly (starred review) 

Autoreninfo

Chip Heathÿis a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.ÿ
ÿ
Dan Heathÿis a senior fellow at Duke University s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina.
ÿ
Together, Chip and Danÿhave written threeÿNew York Timesÿbestselling books:ÿMade to Stick,ÿSwitch, andÿDecisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book isÿThe Power of Moments.