Made to Stick : Why Some Ideas Take Hold and Others Come Unstuck
by Chip Heath, Dan Heath
Editor: Random House LCC US
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NEW YORK TIMES best-seller – The instant classic on why some ideas thrive, why others die, and how to improve your idea’s essential chances of reading in the “false news” era.Mark Twain observed,”A lie can get halfway around the world before the truth can even get its boots.”His observation sounds true: Urban legends, conspiracy theories, and fake new stories circulate effortlesslyMeanwhile, people with important businessmen ideas, teachers, politicians and journalists struggling to make them stickIn fact to Paste, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make the ideas more sticky, such as applying the human scale principle, using the Velcro tape of the Theory of Memory and creating the curiosity of gapsAlong the way, we discover that by sticking messages of all kinds-from the infamous “ring-flying kidney” hoax of a coach lessons on sportsmanship to a vision for a new product from Sony-strike their power from the same six featuresMade to Stick will transform the way you communicate.It’s a quick turn of success stories (and failures): the Nobel Prize winner who drank a glass of bacteria to prove a point on stomach ulcers; charities that use Mother Teresa Effect; elementary school students teaching whose simulation effectively prevented racial prejudicesProvocative open eyes, and often very funny, Made to Stick shows us the essential principles of successful ideas-and tell us how we can apply these rules to make our own stick messages.
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