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    Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck (Paperback) By (author) Chip Heath, By (author) Dan Heath

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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 Take Hold and Others Come Unstuck
    Authors and contributors
    By (author) Chip Heath, By (author) Dan Heath
    Physical properties
    Format: Paperback
    Number of pages: 323
    Width: 140 mm
    Height: 206 mm
    Thickness: 20 mm
    Weight: 281 g
    Language
    English
    ISBN
    ISBN 13: 9780812982008
    ISBN 10: 0812982002
    Classifications

    Libri: ENGM8000
    BISAC V2.8: PSY031000
    Warengruppen-Systematik des deutschen Buchhandels: 27860
    BISAC V2.8: SEL021000
    Libri: ABSA3050, MARK3600, VERM0600
    Publisher
    Random House Inc.
    Imprint name
    Random House Trade Paperbacks
    Publication date
    01 September 2010
    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.