Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-04-01 13:54:15
- Update Date：2025-09-06
- Status：finish
- Author：Dan Heath
- ISBN：009950569X
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Summary
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。
Reviews
Barb
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Gave up halfway through。 All things seemed obvious。
Jolan
，
The beauty of made to stick is that it applies to everyone since we all have to explain and teach things at some point in our lives。It applies its own rules by using concrete examples that。。 stick。
Oscar Zuñiga rodriguez
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Nice book！
Bo
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Repetitive， repetitive， repetitive 。。。 the substance of this book could have been written in， say 20 pages。
Michelle
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There were a few pages here and there， that I read in the blink of an eye， because they were fascinating！ However， the majority of the book， was not fascinating。
Yazan El Safadi
，
I guess it could be easy to say that the book is full of obvious ideas and stories， that we all know about。 But the fact is， they are extremely well explained and demonstrated。 Also the authors managed to summarize a lot of concepts into a simple and easy to apply methodology。 Extremely practical！ Even several years after the initial publication all of these concepts stick。 Moreover the book is very easy to read and just fun。 I think I’ll keep it close by and apply the methodology on a daily bas I guess it could be easy to say that the book is full of obvious ideas and stories， that we all know about。 But the fact is， they are extremely well explained and demonstrated。 Also the authors managed to summarize a lot of concepts into a simple and easy to apply methodology。 Extremely practical！ Even several years after the initial publication all of these concepts stick。 Moreover the book is very easy to read and just fun。 I think I’ll keep it close by and apply the methodology on a daily basis。 Really worth the read！ 。。。more
Hrag Saatjian
，
Simple， Unexpected， Concrete， Credible， Emotional， StoriesThese 6 things can really move your marketing。 If you're into marketing and copywriting， this is a must-read。 If you have ideas that you want other humans to understand， accept， and remember then this book is for you as well。 Simple， Unexpected， Concrete， Credible， Emotional， StoriesThese 6 things can really move your marketing。 If you're into marketing and copywriting， this is a must-read。 If you have ideas that you want other humans to understand， accept， and remember then this book is for you as well。 。。。more
Pau
，
Ideas que pegan: porqué algunas ideas sobreviven y otras mueren es la curiosa traducción del libro Made to stick， un best seller de la psicología social donde encontrarás las 6 claves para comunicar de forma efectiva y memorable tus ideas。 Bien estructurado， ameno y con múltiples ejemplos basados en casos reales， descubrirás los errores que cometes cuando comunicas tus ideas y porqué fracasan frente otras aparentemente mucho menos preparadas。Te lo recomiendo si: quieres mejorar la forma en que t Ideas que pegan: porqué algunas ideas sobreviven y otras mueren es la curiosa traducción del libro Made to stick， un best seller de la psicología social donde encontrarás las 6 claves para comunicar de forma efectiva y memorable tus ideas。 Bien estructurado， ameno y con múltiples ejemplos basados en casos reales， descubrirás los errores que cometes cuando comunicas tus ideas y porqué fracasan frente otras aparentemente mucho menos preparadas。Te lo recomiendo si: quieres mejorar la forma en que te expresas para ser más impactante， memorable y convincente。 Muy útil para gente que habla en público como profesores o vendedores。 Valoración 9/10。 。。。more
Andrew Gurbich
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🤔 Hm？ NEW YORK TIMES BESTSELLER -？
Erikka
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What an odd book for me to give five stars to， but this book was astonishing！ If you ever have to come up with ideas in your work （and who doesn't？）， you need this in your life。 Through the SUCCESs method （simple， unexpected， concrete， credible， emotional， story）， the Heaths teach you how to create a message that will compel your listeners and help them retain the message long after it's been conveyed。 The stories shared within are very helpful examples and the handy guide at the end summarizes What an odd book for me to give five stars to， but this book was astonishing！ If you ever have to come up with ideas in your work （and who doesn't？）， you need this in your life。 Through the SUCCESs method （simple， unexpected， concrete， credible， emotional， story）， the Heaths teach you how to create a message that will compel your listeners and help them retain the message long after it's been conveyed。 The stories shared within are very helpful examples and the handy guide at the end summarizes it beautifully for later reference。 Of all the "worky" books I've ever read， this one is a star。 Now drop your corporate speak that no one understands or cares about and learn how to write a message that will actually make people take notice。 。。。more
Aaron N。 N。
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A solid read for anyone who's working in marketing。 Highly recommend。 A solid read for anyone who's working in marketing。 Highly recommend。 。。。more
Saeedeh Z
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خیلی مثال و جزئیات داره。
Martin Asenov
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Interesting and useful book written in the typical for the Heath brothers style - some practical advice illustrated by a lot of fun / engaging examples。Key takeaways: - when presenting your ideas follow the SUCCESs pattern - make your ideas Simple， Unexpected， Concrete， Credible， Emotional and formulate them as Stories - make your messages simple - extract only the core idea。 If you say too much， nothing will be remembered - when presenting something - start with the most important bit of inform Interesting and useful book written in the typical for the Heath brothers style - some practical advice illustrated by a lot of fun / engaging examples。Key takeaways: - when presenting your ideas follow the SUCCESs pattern - make your ideas Simple， Unexpected， Concrete， Credible， Emotional and formulate them as Stories - make your messages simple - extract only the core idea。 If you say too much， nothing will be remembered - when presenting something - start with the most important bit of information first and then elaborate further （inverted pyramid structure， similar to newspaper articles） - when explaining something - tap into the knowledge of your audience by comparing it to something （schemas） they already know and only tell what are the differences - grab people's attention by doing something unexpected - break people's guessing machine for what will happen / you will say and then build it up again （What do you think is the answer to X？ *People answer* Nope， it is something completely different）。 - hold people's interest by presenting your idea as a mystery unfolding （What are Saturn rings made of？ Some say it is X， others Y - let's find out） - spark curiosity / interest by highlighting knowledge gaps （Wanna know which is the best fish restaurant in town？） - use authorities and anti-authorities for giving your idea credibility （Barrack Obama endorses that / lung-cancer patient informs people about the dangers of smoking） - use testable credentials for giving credibility to your ideas （don't believe what I'm saying - try it for yourself） - use statistics only for comparison， otherwise they won't be remembered （Your chances of winning the lottery are 0。000000000000000171% vs you are more likely to be struck by lightning than win the lottery） - when presenting something - try to make your audience create as vivid picture of it as possible - this will make it much easier to remember （all kinds of details that will provide us with sensory information） - instead of telling people that something works in a particular way - let them experience it themselves （the more sensory information they gather， the easier it will be for them to remember what you are saying） - share your ideas as stories - this will make them much more memorable。 Use challenge / creativity / connection plots depending on the objective you are trying to achieve 。。。more
Saida Murad
，
Kitabda çoxlu yadda qalan hekayələr və reklamlardan bəhs edilir。 Fikrimcə Content manager， marketing specialists oxuması lazım olduğu kitabdı。 Çoxlu nümunələr göstərərək fikirlərin necə tutduğu barəsində yollar göstərir。 Bəzi hekayələrdə həyacanlandırmır deyil yəni :）。 Sonlara doğru biraz yorulduğumu qeyd etməliyəm。 Əvvəldə olan axıcılığını itirmişdi。 Amma ümumi olaraq nəzərə alsaq yaxşı olaraq dəyərləndirmək olar。
Agnė Danaitė
，
📢Ar girdėjote apie startuolio CupCup iniciatyvą kavinėse ir koncertuose naudoti daugkartinius puodelius？ Šią knygą startuolio įkūrėjai rekomenduoja perskaityti bendraminčiams。Kai į stalą pirštais beldi pažįstamos melodijos ritmą， atrodo， kad tik neišmanėlis gali jos neatpažinti。 Galvoje ši daina skamba su visais instrumentais， vokalu ir net kone garsiai girdimais žodžiais。 Tai žinojimo prakeiksmas （Curse of Knowledge）， kuris persekioja mus darant pristatymus， kalbant su kolegomis， rašant apie p 📢Ar girdėjote apie startuolio CupCup iniciatyvą kavinėse ir koncertuose naudoti daugkartinius puodelius？ Šią knygą startuolio įkūrėjai rekomenduoja perskaityti bendraminčiams。Kai į stalą pirštais beldi pažįstamos melodijos ritmą， atrodo， kad tik neišmanėlis gali jos neatpažinti。 Galvoje ši daina skamba su visais instrumentais， vokalu ir net kone garsiai girdimais žodžiais。 Tai žinojimo prakeiksmas （Curse of Knowledge）， kuris persekioja mus darant pristatymus， kalbant su kolegomis， rašant apie projektų tikslus， kuriant reklamas。 Tai， kas mums atrodo akivaizdu， kitam žmogui gali būti visiškai neaiški informacija。Kaip sukurti idėją， kuri rūpėtų mūsų tiksliniam žmogui， kad ji priliptų， kad ją perpapasakotų kitiems？ Knygos autoriai siūlo prisiminti žodį „SUCCESS“:◆ Simple （aiški）◆ Unexpected （netikėta）◆ Concrete （konkreti）◆ Credible （patikima）◆ Emotional （emocionali）◆ Story （istorija）◆ S （pritempta iki „Success”）Kalbėdami emocionaliai， per vaizdinius ir pojūčius， mes neriame į giliausius žmogaus mąstymo mechanizmus ir darome didžiausią įtaką。 Prekės ženklas – tai smegenų neuronų tinkluose išsaugota asociacija。 Padėkime jam pajausti， pamatyti ir patirti gerą emociją， prisimenant mūsų idėją。 🙏Teprilimpa。#eikskaityt #MadeToStick #goodreads #PersonalDevelopment 。。。more
Moh。 Nasiri
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ایدههای چسبنده （Sticky ideas）هرکس در هر جایگاهی حرفهایی برای گفتن و ایدههایی در ذهن دارد؛ اما بسیاری از اوقات این ایدهها شنیده و دیده نمیشوند و خیلی زود بهدست فراموشی سپرده میشوند。چرا اصولا ایدهها موفق نمیشوند و حتی بسیاری از ایدههای ارزشمند فراموش میشوند؟ بنظرم این کتاب برای ریویونویسی هم خوب هست چون میتونی ایده کتاب را به شکل موثر و جذابی ارایه کنی。 شش اصل ایدههای ماندگار و موفق از نظر نویسنده:اصل اول: سادگی （Simple）، به این معنا که اضافههای ایده باید حذف شوند و ایده به مفهوم اصلی ایدههای چسبنده （Sticky ideas）هرکس در هر جایگاهی حرفهایی برای گفتن و ایدههایی در ذهن دارد؛ اما بسیاری از اوقات این ایدهها شنیده و دیده نمیشوند و خیلی زود بهدست فراموشی سپرده میشوند。چرا اصولا ایدهها موفق نمیشوند و حتی بسیاری از ایدههای ارزشمند فراموش میشوند؟ بنظرم این کتاب برای ریویونویسی هم خوب هست چون میتونی ایده کتاب را به شکل موثر و جذابی ارایه کنی。 شش اصل ایدههای ماندگار و موفق از نظر نویسنده:اصل اول: سادگی （Simple）، به این معنا که اضافههای ایده باید حذف شوند و ایده به مفهوم اصلی برسد。 ایدهها باید علاوهبر سادگی، عمیق و بامفهوم باشند؛ بنابراین، سادگی الزاما بهمعنای بسیار کوتاهبودن جمله نیست。 هرچند قانون طلایی عبارتی تکجملهای را تأیید میکند که دیگران بهدلیل سادگی و عمقش تا ابد بهخاطر بسپارند。اصل دوم: غیرمنتظرهبودن （Unexpected）، یعنی علاوهبر ایجاد غافلگیری برای افراد که هوشیاری و تمرکز را زیاد میکند، اشتیاق و حس کنجکاوی را باید همواره در افراد ایجاد و حفظ کنیم。اصل سوم: ملموسبودن （Concrete）، برای اینکه ایده واضح و روشن باشد، باید با استفاده از اطلاعات ملموس و فعالیتهای مشهود توضیح داده شود。 این باعث میشود ایده برای همهی مخاطبان معنایی واحد ایجاد کند。صل چهارم: معتبربودن （Credible）، آنچه هر ایده نیازمند داشتن آن است، باورپذیربودن است。 به راههایی نیاز داریم که افراد ایده را بیازمایند و اطمینان پیدا کنند تا بتوانند آن را باور کنند。اصل پنجم: احساسیبودن （Emotional）، یعنی چه کار کنیم دیگران به ایدههای ما توجه کنند و درگیرش شوند。 برای این امر لازم است کاری کنیم حس خاصی در مخاطبان ایجاد شود。 مسئلهی مهم این است که بدانیم کدام احساس را باید برانگیزانیم و کنترل کنیم。اصل ششم: داستانیبودن （Story）، برای اینکه دیگران را متقاعد کنیم براساس ایدهی ما رفتار کنند، به داستانگویی نیاز داریم。 این کار موجب افزایش تجربیات افراد میشود و درنتیجه، عملکرد بهتری خواهند داشت。Zoomitلینک کست باکس:،https://castbox。fm/vb/356248054 。。。more
Renée
，
Interessant boek om wat houvast te krijgen in hoe je verhalen kunt gebruiken om een boodschap over te brengen。
Nanda
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This book easily could have been half of its size。 Too many examples which are not needed and that made me skip some pages。 Also the information in the book is not something new。 To make an idea simple， unexpected and emotional is something I could have thought about using common sense。 It was a nice book to read， but nothing more。
Bonnie Messinger
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Excellent！ There’s so much information in this book it could be intimidating， but the authors break it down to a simple mnemonic and tell many stories so that the message “sticks。” Well worth the time。
Nadejda L。
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I am a content creator at an IT company。 I took some ideas from this book to implement at my job。The book offers 5 main principles of how to make your message easy to remember。 It gives some cool examples for each principle。
Akash Ahuja
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（Maybe a 4。5）This book excelled in the two things I want all books in this category to do: be good， and be helpful。 Good， as in， the author has a decent point to make that isn’t overly obvious that everyone already knows。 It’s good， as in， it’s not just personal success stories that are unattainable for the average person。 And good， like， it was all communicated well and very understandable。 And helpful， as in， this directly impacts me in my work habits and goals。 I was writing a sermon at the s （Maybe a 4。5）This book excelled in the two things I want all books in this category to do: be good， and be helpful。 Good， as in， the author has a decent point to make that isn’t overly obvious that everyone already knows。 It’s good， as in， it’s not just personal success stories that are unattainable for the average person。 And good， like， it was all communicated well and very understandable。 And helpful， as in， this directly impacts me in my work habits and goals。 I was writing a sermon at the same period of time in which I was reading this book， and I made edits according to what I was learning in real time。 As I read it， I saw how my own supervisors and organization falls into the trap of ideas that don’t stick， and how my coworkers and I struggle with that。 The good content that was presented isn’t good in its own little vacuum， it actually has potential to instruct us into being better communicators， story tellers， and teachers。 Highly recommend， as long as you’re someone who has to explain something to someone at any point in your life 。。。more
Tungaa
，
Success=Simple+Unexpected+Concrete+ Credibility+Emotional+Stories Simple- Find the core， share the core Unexpected- get attention surprise， hold attention interest Concrete- help ppl understand and remember， help ppl coordinate Credibility- help ppl believeEmotional- make ppl care， use the power of association， appeal to self interest （and not just base self interest）Stories- ppl get to act
Nina
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Very cool look at human psychology， sociobiology， and writing。 My favorite part were the exercises and practical examples of how to use the theory presented in the book
Frederic
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A well written book。 Enjoyed reading it。
Ethel
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A well written book。 Enjoyed reading it。
Roslyn
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A well written book。 Enjoyed reading it。
Ashley
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A well written book。 Enjoyed reading it。
Colin
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A well written book。 Enjoyed reading it。
Deangelo
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A well written book。 Enjoyed reading it。
Keon
，