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    Made to Stick: Why Some Ideas Survive and Others Die (CD-Audio) By (author) Chip Heath, By (author) Dan Heath, Read by Charles Kahlenberg

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    DescriptionMark 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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  • Full bibliographic data for Made to Stick

    Title
    Made to Stick
    Subtitle
    Why Some Ideas Survive and Others Die
    Authors and contributors
    By (author) Chip Heath, By (author) Dan Heath, Read by Charles Kahlenberg
    Physical properties
    Format: CD-Audio
    Number of pages: 7
    Width: 124 mm
    Height: 152 mm
    Thickness: 28 mm
    Weight: 259 g
    Language
    English
    ISBN
    ISBN 13: 9780739341346
    ISBN 10: 0739341340
    Classifications

    BIC E4L: BUS
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.2
    B&T Merchandise Category: AUD
    LC subject heading:
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Academic Level: 05
    BIC subject category V2: KJC
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    BISAC V2.8: PSY031000, BUS063000
    Warengruppen-Systematik des deutschen Buchhandels: 57850
    BISAC V2.8: BUS007000
    LC subject heading:
    B&T Approval Code: A48140000
    LC subject heading:
    Ingram Subject Code: JB
    Libri: I-JB
    B&T Approval Code: A11702000
    BISAC V2.8: SEL021000
    LC subject heading:
    DC22: 302.13
    DC21: 302.13
    DC22: 302/.13
    LC subject heading:
    LC classification: HM1033 .H43 2007b
    Edition
    Unabridged
    Edition statement
    Unabridged
    Publisher
    Random House USA Inc
    Imprint name
    Random House Inc
    Publication date
    09 January 2007
    Publication City/Country
    New York
    Author Information
    Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California. Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina. "From the Hardcover edition."