- Gebundene Ausgabe: 336 Seiten
- Verlag: Random House; Auflage: New. (2. Januar 2007)
- Sprache: Englisch
- ISBN-10: 1400064287
- ISBN-13: 978-1400064281
- Größe und/oder Gewicht: 15 x 2,8 x 21,8 cm
- Durchschnittliche Kundenbewertung: 34 Kundenrezensionen
- Amazon Bestseller-Rang: Nr. 23.189 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Andere Verkäufer auf Amazon
+ GRATIS Lieferung innerhalb Deutschlands
+ GRATIS Lieferung innerhalb Deutschlands
+ EUR 2,43 Versandkosten
Made to Stick: Why Some Ideas Survive and Others Die (Englisch) Gebundene Ausgabe – 2. Januar 2007
|Neu ab||Gebraucht ab|
Wird oft zusammen gekauft
Kunden, die diesen Artikel gekauft haben, kauften auch
Es wird kein Kindle Gerät benötigt. Laden Sie eine der kostenlosen Kindle Apps herunter und beginnen Sie, Kindle-Bücher auf Ihrem Smartphone, Tablet und Computer zu lesen.
Geben Sie Ihre Mobiltelefonnummer ein, um die kostenfreie App zu beziehen.
Wenn Sie dieses Produkt verkaufen, möchten Sie über Seller Support Updates vorschlagen?
Made to Stick Focusing on successful marketing campaigns and undying urban legends, this book is written for anyone who strives to craft messages that are memorable and lasting. Full description
Welche anderen Artikel kaufen Kunden, nachdem sie diesen Artikel angesehen haben?
Derzeit tritt ein Problem beim Filtern der Rezensionen auf. Bitte versuchen Sie es später noch einmal.
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.
Why do some trivial things I say more as an afterthought or some funny but ultimately useless vocabulary stick better than the things they actually have to remember?
This is not to say that this book eliminated my problems - they still all know what to swirl means after I told them about swirlies but keep forgetting the 3rd person 's' in the present simple - but the book gives clear and understandable guidelines about what makes ideas stickier.
With many books I have encountered you get bad examples, the glaring "Thou shalt not!", and then you get a good, yet completely different example.
What I need is a toolkit to help me make concepts that are, in and of themselves, not all that breathtaking, more interesting. I can't change the curriculum but I can work on the ways I present what has to be taught.
In this respect this book is great because it shows you how to improve existing, unsticky ideas.
It's witty without compromising content and insightful without being dull or over-written. If only every useful book were this great a read, too...
My biggest question before buying was: Will that be even helpful for teaching?
Answer: Yes, definitely.
The excerpt from the Washington Post review quoted on the book's front page pretty much sums it up: "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 brothers Heath present their concept on what separates information which sticks and information that doesn't. It is no surprise that the answer is found in the way information is presented.
The book is well structured and full of examples which highlight the various points the authors want us to understand. The most important bit and the point were everything else starts is: simplicity. Boiling down the details to the core is crucial. That core information has to be presented in a way which makes it stick.
The chapters following simplicity are: Unexpectedness, Concreteness, Credibility, Emotions and Stories. It obviously is no surprise that one can spell these as SUCCES.
In each chapter examples highlight why these elements are crucial, how they can be achieved and what has to be considered to implement them successfully.
A final chapter wraps things up and briefly repeats the core elements.
I found the book very easy to follow. The examples are well chosen, the book and the chapters are well structured. The authors are writing free of jargon, in a witty and easy to understand language.
With sticking examples and clear messages why the different elements are important one can make good use of the "succes" approach. Be it presentations or reports: they certainly can be improved with some elements from the concepts presented here.
Möchten Sie weitere Rezensionen zu diesem Artikel anzeigen?
Die neuesten Kundenrezensionen