Made to Stick
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From Publishers Weekly
Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership. (Jan. 16)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Booklist
Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs. Gail Whitcomb
Copyright © American Library Association. All rights reserved
Copyright © American Library Association. All rights reserved
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Die hilfreichsten Kundenrezensionen
10 von 11 Kunden fanden die folgende Rezension hilfreich:
3.0 von 5 Sternen
You do not need this Book - but it works!,
Von
Rezension bezieht sich auf: Made to Stick: Why Some Ideas Survive and Others Die (Gebundene Ausgabe)
In their book Chip and Dan Heath explain why some ideas survive and others don't. In reality the book is not about ideas, but about their communication. Knowing that, you must compare their book to 'The Art of Woo' by Richard Shell and Mario Moussa.Chip & Dan define 6 principles, which they found to be the Golden Rules for the successful communication of ideas, ie. to make ideas sticky. 01 - Simplicity 02 - Unexpectedness 03 - Concreteness 04 - Credibility 05 - Emotions 06 - Stories - which they describe and explain with many good examples. Unfortunately, the most of it is way too obvious. There is no real need to read this book - but it shows how important their message is. Chip & Dann stuck to their philosophy and made me buy the book. So the least you could take away: It works! But I stil prefer 'Woo' which is more profound. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
20 von 23 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
The Sticking Point for Busting the Communications Stall,
Von Donald Mitchell "Jesus Loves You!" (Thanks for Providing My Reviews over 110,000 Helpful Votes Globally) - Alle meine Rezensionen ansehen (TOP 500 REZENSENT)
Rezension bezieht sich auf: Made to Stick: Why Some Ideas Survive and Others Die (Audio CD)
This is the best book about communications I've read since I discovered Stephen Denning's work on telling business stories. I highly recommend Made to Stick to all those who want to get their messages across in business more effectively.Imagine if people remembered what you had to say and acted on it. Wouldn't that be great? What if people not only remembered and acted, but told hundreds of others who also acted and told? Now you're really getting somewhere! Brothers Chip (an educational consultant and publisher) and Dan (a professor of organizational behavior at Stanford Business School) Heath combine to develop Malcolm Gladwell's point about "stickiness" in The Tipping Point. To help you understand what they have in mind, the book opens with the hoary urban tale of the man who ends up in a bathtub packed with ice missing his kidney after accepting a drink from a beautiful woman. That story, while untrue, has virtually universal awareness. Many other untrue stories do, too, especially those about what someone found in a fast food meal. The brothers Heath put memorable and quickly forgotten information side-by-side to make the case for six factors (in combination) making the difference between what's memorable and what isn't. The six factors are: 1. Simplicity (any idea over one is too many) 2. Unexpectedness (a surprise grabs our attention) 3. Concreteness (the more dimensions of details the more hooks our minds use to create a memory) 4. Credibility (even untrue stories don't stick unless there's a hint of truth, such as beware of what's too good to be true in the urban legend that opens the book) 5. Incite Emotions in Listeners (we remember emotional experiences much more than anything else; we care more about individuals than groups; and we care about things that reflect our identities) 6. Combine Messages in Stories (information is more memorable and meaningful in a story form . . . like the urban legend that opens the book) Before commenting on the book further, I have a confession to make. This book has special meaning for me. I was one of the first people to employ and popularize the term "Maximize Shareholder Value" by making that the title of my consulting firm's annual report (Mitchell and Company) over 25 years ago when we began our practice in stock-price improvement. That term has become almost ubiquitous in CEO and CFO suites, but hasn't gone very far beyond the discussions of corporate leaders, investment bankers and institutional investors and analysts. The authors use that term in the book as an example of a communication that hasn't stuck broadly. And they are right. Having watched that term over the years go into all kinds of unexpected places and be quoted by people who had no idea how to do it long ago convinced me of the wisdom of telling people what to do . . . not just what the objective is. The authors make this point beautifully in citing Southwest Airline's goal of being "THE low-fare airline." If something conflicts with being a good low-fare airline at Southwest, it's obvious to everybody not to do it. You'll probably find that some of the examples and lessons strike you right in the middle of the forehead, too. That's good. That's how we learn. I went back to a new manuscript I'm writing now and wrote a whole new beginning to better reflect the lessons in Made to Stick. I've also recommended the book already to about a dozen of my graduate business students. So clearly Made to Stick is sticking with me. If you find yourself skipping rapidly through the book, be sure to slow down and pay attention on pages 247-249 where the authors take common communications problems and recommend what to do about them (such as how to get people to pay attention to your message). That's the most valuable part of the book. It integrates the individual points very effectively and succinctly. I also liked the reference guide on pages 252-257 that outlines the book's contents. You won't need to take notes with this reference guide in place. So why should you pay attention? The authors demonstrate with an exercise that people who know and use these principles are more successful in communicating through advertisements than those who are talented in making advertisements but don't know these principles. Without more such experiments, it's hard to know how broad the principle is . . . but I'm willing to assume that they have a point here. No book is perfect: How could this one have been even better? Unlike Stephen Denning's wonderful books on storytelling, this book is more about the principles than how to apply the principles. I hope the authors will come back with many how-to books and workbooks. I would also like to commend the book's cover designer for doing such a good job of simulating a piece of duct tape on the dust jacket. That feature adds to the stickiness of this book. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
8 von 9 Kunden fanden die folgende Rezension hilfreich:
5.0 von 5 Sternen
Die logische Fortsetzung von "Tipping Point",
Von
Rezension bezieht sich auf: Made to Stick: Why Some Ideas Survive and Others Die (Gebundene Ausgabe)
"Made to Stick" von Chip & Dan Heath setzt für mich da ein, wo "The Tipping Point" aufhört: bei der Frage, wie man die "Klebrigkeit" einer Idee bemessen und verbessern kann. Und dabei landen sie interessanterweise bei einer Anleitung, wie man die Prinzipien von "Influence" auf Texte und Nachrichten anwendet.Durch das ganze Buch ziehen sich Beispiele und Anekdoten, die genau auseinander genommen und untersucht werden: von alten Sagen und Erzählungen über Urban Legends hin zu aktuellen Beispielen aus der Wirtschaft und Werbung. Daraus werden die eigenltichen Erkenntnisse abgeleitet, formuliert und in kleinen Übungen noch einmal deutlich gemacht. Heraus kommt ein Set von Regeln, wie man seine Ideen und Aussagen möglichst gut in Textform weitervermitteln kann. Durch die eigenen Ableitungen der Regeln aus der Praxis fehlt jedoch leider etwas der wissenschaftliche Hintergrund. Studien und Referenzen finden sich im Buch wenige, aber hier kommt das oben erwähnte Buch "Influence" ins Spiel. Viele der Erkenntnisse, bei denen die Brüder letztendlich landen basieren auf genau den Prinzipien, die Robert Cialdini als Grundlage für erfolgreiches Überzeugen beschrieben hat. Es mag zwar wenig vertrauenserweckend wirken die eigentliche Grundlage für ein Buch aus einam anderen abzuleiten, aber mir reicht es, um den Inhalt für voll zu nehmen. Im Gegenteil: Ich war sehr überrascht, wie gut die beiden Bücher zusammenspielen. Unter dem Strich fand ich das Buch sehr gut. Auch wenn es mir nicht so den Kick gegeben hat wie "The Back of the Napkin", so steckt viel anwendbares Wissen in dem Buch. Gute Strukturierung des Inhalts und gut zu lesen. Daumen hoch. Helfen Sie anderen Kunden bei der Suche nach den hilfreichsten Rezensionen
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