EAN: 9781400064281

MADE TO STICK - CHIP HEATH DAN HEATH GEBUNDEN

NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive  why others die  and
how to make your ideas stick. Anyone interested in influencing others to buy  to vote  to learn
to diet  to give to charity or to start a revolution can learn from this book. The Washington
Post 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.

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