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Summary: Made to Stick - Chip and Dan Heath: Why Some Ideas Survive and Others Die
 
 

Summary: Made to Stick - Chip and Dan Heath: Why Some Ideas Survive and Others Die [Kindle Edition]

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Product Description

Product Description

This work offers a summary of the book "Made to Stick" by Chip and Dan Heath. "Sticky" ideas are those which are highly memorable and exceptionally long-lasting in their impact: it’s the ideas that every business would like to develop. Made to Stick analyses "sticky" ideas, finding that, whilst there are no hard-and-fast formulas for developing a sticky idea, there is a short checklist of six principles which most of the successful sticky ideas of the past have tended to use. Sticky ideas are usually simple, unexpected, concrete, credible, emotional and story-based.
In practical terms, this means that there must be one, central message. In the 1980s, the US Army developed a concept called "Commander’s Intent". This means whenever an order is given, there is a crisp, plain-talk statement included which specifies the order’s goal. This has been very effective. Try to think in terms of what you want the customer to ask, rather than what information you want ton convey. Images and "fun facts" will also be more powerful than a regurgitating advertising "message". Make an effort to find ways to make your product emotionally appealing.
Some of these concepts will doubtless be familiar, but Chip and Dan Heath present them together in a coherent structure, with specific examples and clear recommendations. This is a very useful book.

Product details

  • Format: Kindle Edition
  • File Size: 622 KB
  • Print Length: 35 pages
  • Publisher: Business Book Summaries (15 Feb 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00DOYX66E
  • Text-to-Speech: Enabled
  • X-Ray:
  • Amazon Bestsellers Rank: #495,686 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 3.0 out of 5 stars  1 review
3.0 out of 5 stars Good Summary 6 Jan 2014
By Attentive - Published on Amazon.com
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I got this as I liked the other books of Chip and Dan. Fairly well written summary easy to read
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