Made to Stick: Why some Ideas Survive and Others Die
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| Audience/Grade: | College Freshman-Continuing Education |
| Discipline(s): |
Engineering Management Entrepreneurship and Innovation General Engineering, Engineering Science |
| Special Topic(s): | |
| Learning Resource Type: |
Reference - Article/Document |
| Media Type: |
Audio |
| Author(s): |
Chip Heath Dan Heath |
| Description: | Book abstract: Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that “stick” and explain sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating “curiosity gaps.” In this indispensable guide, we discover that “sticky” messages of all kinds—from the infamous “organ theft ring” hoax to a coach’s lessons on sportsmanship to a product vision statement from Sony—draw their power from the same six traits. Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of idea success stories (and failures)—the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher’s simulation that actually prevented prejudice . Provocative, eye-opening, and funny, Made to Stick shows us the principles of successful ideas at work—and how we can apply these rules to making our own messages “stick.” |
| Rating: |
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| Related Resources | |
| Keywords: | communication technical communication |
| Usage Tip | |
| Related ABET Criteria: |
(g) Communicate effectively |
| Use of Resource: |
I use this as reference reading for the communication sections of my product design classes. From the back cover: With an entertaining blend of case studies and startling research, the Heath brothers lay out the critical elements of a sticky idea. They are-- 1. Simplicity 2. Unexpectedness 3. Concreteness 4. Credibility 5. Emotions 6. Stories As you might expect, the authors use these techniques to drive home their point. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing. Although these six elements seem like common sense, they are woefully underapplied in business communication. The authors state it well-- "Business managers seem to believe that, once they've clicked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas. What they've done is share data." Well researched, easy to read and hard to forget. |
| Difficulty: |
Easy |
| Interactivity Level: |
Low |
| Version Info | |
| Publication Date: | January 2011 |
| Platform/Format: |
WWW |
| Cost: |
Free |
| Download URL: | http://www.madetostick.com/ |
| Metadata: |
IEEE LOM Record |
| Collection: |
NEEDS
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