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Made to stick heath
Made to stick heath









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. All rights reserved.īased 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. 16)Ĭopyright © Reed Business Information, a division of Reed Elsevier Inc.

made to stick heath

Fun to read and solidly researched, this book deserves a wide readership. Throughout the book, sidebars show how bland messages can be made intriguing. (The initial letters spell out "success"-well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories.

made to stick heath made to stick heath

They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"-that is, the art of making ideas unforgettable. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath-Chip a professor at Stanford's business school, Dan a teacher and textbook publisher-offer an entertaining, practical guide to effective communication.











Made to stick heath