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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: $13.99
You Save: $11.01 (44%)
New (43) Used (21) Collectible (4) from $13.99
Avg. Customer Rating:  208 reviews
Sales Rank: 125
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 203 more reviews...
 Duct Tape and All... September 3, 2008
First, I must say the team that came up with the cover did a brilliant job. As a corporate director of human resources, I am continually engaged in sharing data with the field and also with my superiors. The techniques and tips in this book have been successfully deployed in my recent presentations. The improved feedback and real world observations prove that I am doing a better job at communicating our ideas.
I highly recommend this book to anyone that is engaged in a dynamic field such as human resources where the guide posts seem to move each week. When you have to get it right - EEOC, ADA, FMLA, etc., you want to ensure it sticks. Michael L. Gooch, SPHR - Author of Wingtips with Spurs
 Best Read for Teachers August 30, 2008
I found this book to be valuable to me as a school teacher. If the material I present doesn't "stick" with the students, then I haven't done my job. This book will help you do a better job!
In order to be memorable, you must use SUCCES August 18, 2008
Made to Stick is a great book designed to help you made your ideas more memorable. It is not designed to give you the power to come up with new ideas, but to make the most of what's available to you. The authors use a wide variety of examples of "sticky" and non "sticky" concepts to show you what works and what does not.
The epitome of their framework is the "Jared" marketing campaign that Subway used several years ago. This campaigned contained all of their features for a "sticky" idea: Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and a Story. As you can see, they even tried to make their framework sticky by having it spell out SUCCES.
The book itself stays true to its word, in that the examples and framework they provide are sufficiently memorable that I feel the knowledge I have gained from reading this will "stick" with me for many years to come.
Highly recommended.
A superb book for teachers and school leaders August 17, 2008
Chip and Dan Heath have written a priceless book, full of wisdom and great stories about what makes for effective teaching and leadership. It's not the razzle-dazzle of our teaching that makes a difference, they say, but whether we incorporate six key characteristics. I've been in the education business for almost 40 years and I learned a LOT from this book. Highly recommended!
Gotta Stick with it August 5, 2008
The Heath brothers have created one of the best and most memorable contributions to true marketing creativity. They utilize off-the-beaten path stories and analogies to bring their concepts to life and help the reader visualize the benefits of sticky marketing. While some reviewers have said the book was hard to get through, I'd urge you to stick with the book to the end -- and start making a habit of reading the Heath brothers' column in Biz Week
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