Made to Stick: Why Some Ideas Survive and Others Die (Hardback)
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Short Description for Made to Stick Focusing on successful marketing campaigns and undying urban legends, this book is written for anyone who strives to craft messages that are memorable and lasting.
- Published: 02 January 2007
- Format: Hardback 336 pages
- ISBN 13: 9781400064281 ISBN 10: 1400064287
- Sales rank: 30,344
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Reviews for Made to Stick
Let's hope the review sticks
Why do some ideas seem to stick in your mind like velcro, while others fade away into the back of your mind?
Why do you remember urban myths but not the 52 states of America?
Dan and Chip Heath have written a great book that explains why some ideas stick and some don't and how you can get your messages to stick as well. They've basically searched through all the 'sticky' ideas and found many consistent themes in all of them:
1) They're Simple. Simple ideas stick, complex ideas don't. A grapefruit is like an orange sticks. A grapefruit is a citrus fruit that's about 4 inches in diameter and spherical in shape doesn't stick.
2) They're unexpected. Like a punchline of a funny joke, unexpected ideas jerk the brain into reversing and rehearsing. It makes the idea stick.
3) They're credible. Both Authorities and anti-authorities speaking on something are better than total strangers.
4) They're concrete. Vivid explanations like he brushed his teeth with a Darth Vader toothbrush stick. Not so vivid like he brushed his teeth in the morning don't.
5) They're emotional. Telling something emotionally connecting sticks. Rational, fact-based analogies don't.
6) They're stories. People remember stories like Little red riding hood, how Columbus found the new world, better than facts in bullet points.
Put them all together and you get Simple, Unexpected, Credible, Concrete, Emotional and Story...the acronym being SUCCESs.
The book sticks, and I read it twice. Definitely recommend it to anyone. by Keith Rozario