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Chip and Dan Heath – Made to Stick

Chip and Dan Heath
[7 CDs (MP3)]

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Description

Amazon wrote:

Made to Stick: Why Some Ideas Survive and Others Die
[AUDIOBOOK] [UNABRIDGED] (Audio CD)
by Chip Heath (Author), Dan Heath (Author), Charles Kahlenberg (Narrator)

Publisher: RH Audio; Unabridged edition (January 9, 2007)
ISBN-10: 0739341340 | ISBN-13: 978-0739341346

Book 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.

From School Library Journal

Adult/High School—While at first glance this volume might resemble the latest in a series of trendy business advice books, ultimately it is about storytelling, and it is a how-to for crafting a compelling narrative. Employing a lighthearted tone, the Heaths apply those selfsame techniques to create an enjoyable read. They analyze such narratives as urban legends and advertisements to discover what makes them memorable. The authors provide a simple mnemonic to remember their stickiness formula, and the basic principles may be applied in any situation where persuasiveness is an asset. The book is a fast read peppered with exercises to test the techniques proposed. Some examples act as pop quizzes and engage readers in moments of self-reflection. The book draws on examples from teachers, scientists, and soldiers who have been successful at crafting memorable ideas, from the well-known blue eye/brown eye exercise conducted by an Iowa elementary school teacher as an experiential lesson in prejudice following the assassination of Martin Luther King, Jr., to conversations among Xerox repairmen. Readers who enjoyed Malcolm Gladwell’s Blink (2005) and The Tipping Point (2000, both Little, Brown) will appreciate this clever take on contemporary culture.—Heidi Dolamore, San Mateo County Library, CA. Copyright © Reed Business Information, a division of Reed Elsevier Inc.

From Bookmarks Magazine

Chip and Dan Heath—a Stanford professor and an education entrepreneur, respectively—attempt to determine why one idea succeeds while another fails. What could have been a dry marketing textbook is, instead, a generally engaging narrative generously endowed with anecdotes and instructive sidebars. The Wall Street Journal expressed annoyance at the profusion of personal stories, while the Washington Post cited some problems with the overall framework. Overall, however, Made to Stick is a worthy addition to the spate of recent books that explain why we do the things we do and how this self-knowledge can be used more effectively. “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” (Washington Post).
Copyright © 2004 Phillips & Nelson Media, Inc.

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.

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