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Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck
 
 
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Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck (Paperback)

by Dan Heath (Author), Chip Heath (Author)
5.0 out of 5 stars  See all reviews (9 customer reviews)
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Product details

  • Paperback: 304 pages
  • Publisher: Arrow Books Ltd (7 Feb 2008)
  • Language English
  • ISBN-10: 009950569X
  • ISBN-13: 978-0099505693
  • Product Dimensions: 19.2 x 13 x 2.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon.co.uk Sales Rank: 2,615 in Books (See Bestsellers in Books)

    Popular in these categories:

    #13 in  Books > Society, Politics & Philosophy > Psychology Textbooks
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Product Description

Product Description

What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.


From the Back Cover

'Criminal gangs are drugging people and then stealing their kidneys' – widely repeated urban myth

'The recommended daily allowance of iron for an adult is 14mg' – widely forgotten scientific fact

In Made to Stick Chip and Dan Heath take the lid off one of the great mysteries of life: why it is that we have no difficulty at all in remembering the details of, say, a bogus scare story, and yet often struggle to recall information that may be vital to us. Isolating the six factors that make ideas 'sticky', they reveal, through compelling analysis and entertaining anecdotes, precisely how our minds absorb information – and what we can all do to make sure our own ideas register with others.

'This book is a gift to anyone who needs to get a message across and make it stick' – New Statesman

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26 of 26 people found the following review helpful:
5.0 out of 5 stars The Sticking Point for Busting the Communications Stall, 13 Feb 2007
By Professor Donald Mitchell "Jesus Makes Me a P... (Boston) - See all my reviews
(TOP 10 REVIEWER)      
This review is from: Made to Stick: Why Some Ideas Survive and Others Die (Hardcover)

This is the best book about communications I've read since I discovered Stephen Denning's work on telling business stories. I highly recommend Made to Stick to all those who want to get their messages across in business more effectively.

Imagine if people remembered what you had to say and acted on it. Wouldn't that be great? What if people not only remembered and acted, but told hundreds of others who also acted and told? Now you're really getting somewhere!

Brothers Chip (an educational consultant and publisher) and Dan (a professor of organizational behavior at Stanford Business School) Heath combine to develop Malcolm Gladwell's point about "stickiness" in The Tipping Point. To help you understand what they have in mind, the book opens with the hoary urban tale of the man who ends up in a bathtub packed with ice missing his kidney after accepting a drink from a beautiful woman. That story, while untrue, has virtually universal awareness. Many other untrue stories do, too, especially those about what someone found in a fast food meal.

The brothers Heath put memorable and quickly forgotten information side-by-side to make the case for six factors (in combination) making the difference between what's memorable and what isn't. The six factors are:
1. Simplicity (any idea over one is too many)
2. Unexpectedness (a surprise grabs our attention)
3. Concreteness (the more dimensions of details the more hooks our minds use to create a memory)
4. Credibility (even untrue stories don't stick unless there's a hint of truth, such as beware of what's too good to be true in the urban legend that opens the book)
5. Incite Emotions in Listeners (we remember emotional experiences much more than anything else; we care more about individuals than groups; and we care about things that reflect our identities)
6. Combine Messages in Stories (information is more memorable and meaningful in a story form . . . like the urban legend that opens the book)

Before commenting on the book further, I have a confession to make. This book has special meaning for me. I was one of the first people to employ and popularize the term "Maximize Shareholder Value" by making that the title of my consulting firm's annual report (Mitchell and Company) over 25 years ago when we began our practice in stock-price improvement. That term has become almost ubiquitous in CEO and CFO suites, but hasn't gone very far beyond the discussions of corporate leaders, investment bankers and institutional investors and analysts.

The authors use that term in the book as an example of a communication that hasn't stuck broadly. And they are right. Having watched that term over the years go into all kinds of unexpected places and be quoted by people who had no idea how to do it long ago convinced me of the wisdom of telling people what to do . . . not just what the objective is.

The authors make this point beautifully in citing Southwest Airline's goal of being "THE low-fare airline." If something conflicts with being a good low-fare airline at Southwest, it's obvious to everybody not to do it.

You'll probably find that some of the examples and lessons strike you right in the middle of the forehead, too. That's good. That's how we learn. I went back to a new manuscript I'm writing now and wrote a whole new beginning to better reflect the lessons in Made to Stick. I've also recommended the book already to about a dozen of my graduate business students. So clearly Made to Stick is sticking with me.

If you find yourself skipping rapidly through the book, be sure to slow down and pay attention on pages 247-249 where the authors take common communications problems and recommend what to do about them (such as how to get people to pay attention to your message). That's the most valuable part of the book. It integrates the individual points very effectively and succinctly.

I also liked the reference guide on pages 252-257 that outlines the book's contents. You won't need to take notes with this reference guide in place.

So why should you pay attention? The authors demonstrate with an exercise that people who know and use these principles are more successful in communicating through advertisements than those who are talented in making advertisements but don't know these principles. Without more such experiments, it's hard to know how broad the principle is . . . but I'm willing to assume that they have a point here.

No book is perfect: How could this one have been even better? Unlike Stephen Denning's wonderful books on storytelling, this book is more about the principles than how to apply the principles. I hope the authors will come back with many how-to books and workbooks.

I would also like to commend the book's cover designer for doing such a good job of simulating a piece of duct tape on the dust jacket. That feature adds to the stickiness of this book.


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10 of 10 people found the following review helpful:
5.0 out of 5 stars Compelling reading - I got stuck to this book!, 12 Sep 2008
I can't believe I'm the first person to review this book!

It's a shame that this book hasn't found a wider audience. I have seen this book positioned in book shops as a 'business' book. But it's actually a book that is appropriate for absolutely anyone who wants to know how to create more compelling messages. You could be a teacher who wants to make your lessons more memorable or a student who wants to understand what makes urban legends so virally believable.

The authors really practise what they preach. Not only do they tell you how to make your messages more 'sticky' and memorable, but they have written a book that applies their learnings. A great read - thoroughly recommended! So much so that I feel compelled to write a review - so please forgive me as this is my first ever review!
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6 of 6 people found the following review helpful:
5.0 out of 5 stars An excellent book for teachers, too, 22 Feb 2009
By K. Street (Oxford, UK) - See all my reviews
(REAL NAME)   
I'd recommend this book to any teacher - it's probably 110% more useful than any of the text books you were told to read on your teacher training course!

It's very readable. This is important because teachers (and that includes me) are too busy to find time to wade though dense theoretical texts. Secondly, and this probably shouldn't be surprising given what the book's about, it draws you in and the ideas contained within it are very easy to remember.

The job of a teacher is to explain sometimes really quite tricky ideas in short, sharp chunks, to people who are not always expecially engaged (i.e. teenagers), and then get them to use those ideas. This book explains very neatly how to do that more effectively. The authors' SUCCESs mnemonic (simple, unexpected, concrete, credentialed, emotional, story) is well illustrated and explained in the book and is very easy to remember and apply. Highly recommended.

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Most Recent Customer Reviews

5.0 out of 5 stars Easy to Use in Practice - And to Teach
As a professional trainer, I'm always looking for techniques to improve my own delivery, and there is lots in this to help. But the content is also a valuable tool in itself, e. Read more
Published 12 days ago by Dave Filipovic-Carter

5.0 out of 5 stars Excellent, a masterpiece!!! Highly recomendable
I found this book by chance reading the blog of Garr Reynolds and it was an amazing experience. I have read it at least twice, I have underlined half of the book and I never lose... Read more
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5.0 out of 5 stars One reading will change how you package your ideas for good
This book uses examples of the authors' principals to teach you. Kind of using a pattern to teach a pattern. It works. Read more
Published 23 days ago by Mr. Sean Kemplay

5.0 out of 5 stars One of the best business related books I've read
This book was an excellent read and I would highly recommend it to anyone that has to convince others of their ideas. Read more
Published 1 month ago by Jonathan Barrett

5.0 out of 5 stars Inspiring, thought-provoking and - well - sticky.
Since others have already summarized the key points the authors make in this book, I won't go into that. Read more
Published 2 months ago by Johannes Dommnich

5.0 out of 5 stars One of the most useful books this century
I write a lot and I am a published author. I pick up Made to Stick every couple of months for inspiration. It's the best business book I've read this year. Read more
Published 7 months ago by Mr. C. J. Ching

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