Made to Stick

Chip Heath is a professor of organizational behavior at Stanford University's Graduate School of Business. Dan Heath is an Aspen Institute Policy Programs Consultant. He is a co-founder of Thinkwell, an innovative new-media textbook startup, and a former researcher at Harvard Business School.

"A lie can get halfway around the world before the truth can even get its boots on," Mark Twain once said. His remark is correct: urban legends, conspiracy theories, and fabricated news reports spread freely. Meanwhile, those with big ideas—entrepreneurs, instructors, legislators, and journalists—are struggling to make them "stick."

Chip and Dan Heath explore the anatomy of ideas that stick and explain how to make ideas stickier, such as employing the human scale principle, the Velcro Theory of Memory, and creating curiosity gaps in Made to Stick. The authors discover along the way that sticky messages of all kinds—from the famed "kidney theft ring" hoax to a coach's instructions on sportsmanship to Sony's vision for a new product—draw their potency from the same six features.

Made to Stick will alter your communication style and help you develop your business. It's a fast-paced tour of success (and failure) stories: the Nobel Prize-winning scientist who drank a glass of bacteria to show a point about stomach ulcers; organizations that employ the Mother Teresa Effect; and the elementary-school teacher whose simulation truly averted racial discrimination.

Made to Stick is a provocative, eye-opening, and often shockingly amusing look at the essential principles of winning ideas—and how the authors might use these guidelines to make their own messages stick.

Author: Chip Heath and Dan Heath

Link to buy: https://www.amazon.com/Made-Stick-Ideas-Survive-Others-ebook/dp/B000N2HCKQ

Ratings: 4.6 out of 5 stars (from 3348 reviews)

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