Made to Stick: Why Some Ideas Survive and Others Die
by Chip Heath
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List Price: $29.95
Our Price: $17.74
Your Save: $ 12.21 ( 41% )
Availability: Usually ships in 24 hours
Manufacturer: Random House Audio
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Average Customer Rating:  
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Binding: Audio CD
Dewey Decimal Number: 302.13
EAN: 9780739341346
Format: Audiobook
ISBN: 0739341340
Label: Random House Audio
Number Of Items: 7
Publication Date: 2007-01-09
Publisher: Random House Audio
Release Date: 2007-01-09
Studio: Random House Audio
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Spotlight customer reviews:
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Customer Rating:
Summary: Create the perfect sticky sales pitch to capture an employer's imagination!
Comment: 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 resumé 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
Customer Rating: 
Summary: good for average reader under 18
Comment: Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages.
Customer Rating:
Summary: A must-read for marketers
Comment: 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.
Customer Rating:
Summary: Its true and it work
Comment: I bought the book before my presentation, I work in the cement industry= boring. After reading the book, I applied what I have learned, and they liked it, and it really made an impact
Customer Rating:
Summary: Practical value no matter what you do
Comment: This delighful and insightful book has something for everyone. I was initially turned off by the gimmicky cover of this book, but after reading multiple great reviews, I decided to give it a try. The name of this book comes from Malcolm Gladwell's book, "The Tipping Point" (which I also enjoyed). I enjoyed and learned far more from this book than Gladwell's (it is not necessary to read Gladwell's book prior to this). The Heath brothers try to teach readers how to create (or more importantly spot) "sticky messages". The authors show us that sticky messages are not merely useful for advertisers, but can be important in many different situations we encounter in life. You will become a better communicator which can be useful in personal as well as professional situations.
There are lots of books out there that teach readers new concepts but what sets this one apart is that the authors try to keep it simple (as per their own recommendation) and come up with a system that readers can remember and apply years later. Their mnemonic for the six characteristics of a sticky message is SUCCESs:
Simple
Unexpected
Credible
Concrete
Emotion
Story
Interestingly, the other fantastic book that I read a while back that I continue to think about also had six components which I still remember. It was Cialdini's "Influence". The Heath brothers refer to Cialdini in their book.
I highly recommend this book. Besides its educational value, it will dazzle and entertain you.
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Editorial Reviews:
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Customer Rating:
Summary: Create the perfect sticky sales pitch to capture an employer's imagination!
Comment: 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 resumé 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
Customer Rating:
Summary: good for average reader under 18
Comment: Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages.
Customer Rating:
Summary: A must-read for marketers
Comment: 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.
Customer Rating:
Summary: Its true and it work
Comment: I bought the book before my presentation, I work in the cement industry= boring. After reading the book, I applied what I have learned, and they liked it, and it really made an impact
Customer Rating:
Summary: Practical value no matter what you do
Comment: This delighful and insightful book has something for everyone. I was initially turned off by the gimmicky cover of this book, but after reading multiple great reviews, I decided to give it a try. The name of this book comes from Malcolm Gladwell's book, "The Tipping Point" (which I also enjoyed). I enjoyed and learned far more from this book than Gladwell's (it is not necessary to read Gladwell's book prior to this). The Heath brothers try to teach readers how to create (or more importantly spot) "sticky messages". The authors show us that sticky messages are not merely useful for advertisers, but can be important in many different situations we encounter in life. You will become a better communicator which can be useful in personal as well as professional situations.
There are lots of books out there that teach readers new concepts but what sets this one apart is that the authors try to keep it simple (as per their own recommendation) and come up with a system that readers can remember and apply years later. Their mnemonic for the six characteristics of a sticky message is SUCCESs:
Simple
Unexpected
Credible
Concrete
Emotion
Story
Interestingly, the other fantastic book that I read a while back that I continue to think about also had six components which I still remember. It was Cialdini's "Influence". The Heath brothers refer to Cialdini in their book.
I highly recommend this book. Besides its educational value, it will dazzle and entertain you.
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.
From the Hardcover edition.
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