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Made to Stick: Why Some Ideas Survive and Others Die | 
 enlarge | Authors: Chip Heath, Dan Heath
Publisher: Random House
Category: Book
List Price: $25.00
Buy New: $13.92
You Save: $11.08 (44%)
New (60) Used (24) Collectible (7) from $13.88
Avg. Customer Rating:  232 reviews
Sales Rank: 498
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 336
Shipping Weight (lbs): 0.8
Dimensions (in): 8.2 x 5.6 x 1.3
ISBN: 1400064287
Dewey Decimal Number: 302.13
EAN: 9781400064281
ASIN: 1400064287
Publication Date: January 2, 2007
Availability: Usually ships in 1-2 business days
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Product Description
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.
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| Customer Reviews: Read 227 more reviews...
 Good ideas but why a whole thick book? December 4, 2008
How do you communicate so that the message is remembered? The authors have many good ideas. The question is broad so anyone can take something away from the book. You don't have to be a marketer or Powerpoint presenter to get value of the ideas. (You can get the whole content of the book by reading some of the longer reviews on amazon!)
This could have been a very nice book if they wrote 80 pages (like the 1 minute series). Now it is just repetitive and bloated. The ideas are good, but it is very tedious to wade through the pages.
 Fun book, pretty cool December 3, 2008
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories
Get the idea? Good stuff.
Tao Cycle Therapy: Natural Happiness via Self Directed Cure for Chronic Anxiety & Depression [Updated 2008 3nd Edition]
 Create the perfect sticky sales pitch to capture an employer's imagination! December 1, 2008
In a world where we are bombarded by messages every second, having the know-how to create a message that stands out above the rest is a serious asset. `Made to Stick' is a book by Chip and Dan Heath, brothers who researched psychosocial studies on the memory, emotion and motivation.
The Heath brothers found that six basic qualities enable an idea to stick in our minds; these are: simplicity, unexpectedness, concreteness, credibility, emotions and stories.
Once you have mastered this communication skill, the world is your oyster. A job seeker can create a resume and cover letter to stand out above the rest. An entrepreneur will have their ideas heard loud and clear.
Danny Iny
Author of the free eBook "Forget Everything You Know About Looking For a Job... And Actually Find One!"
HuntingToHired, www.HuntingToHired.com
 good for average reader under 18 November 29, 2008
Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages.
A must-read for marketers November 27, 2008
This book is a must-read for marketing and/or advertising professionals. I'm new to my position as a marketing coordinator, and this book is actually on my required reading list for work. I'm so glad it is because I have some new insights into making an actual idea "stick."
I won't go into the details of the books SUCCESs checklist, but it is a handy guide to keep in mind when you're promoting a new product or idea for your company. Some of my favorite parts of the book were the discussions on how the "my kidneys were stolen!" urban legend came to be, the tale of the nurse who helped save the baby because she recognized a fatal condition before the doctors did, and the legend of Jared the Subway guy who lost hundreds of pounds by eating Subway sandwiches every day. All of the stories were meant to illustrate how vividly these ideas "stick" with us while others--such as boring checklists and bullet points--simply fade into the background.
If I could say that I took one thing away from this book, it'd be that you should always be looking for ideas and recognize them when they're presented to you. And if you can create a story from that idea, you'll capture more attention than by using your Curse of Knowledge to explain yourself. Ordinary people don't understand jargon, but they do understand tales, examples, and stories.
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