Made to Stick
Why Some Ideas Survive and Others Die
(Sprache: Englisch)
Including case histories and anecdotes, this book 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, and how a gifted sports reporter got people...
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Including case histories and anecdotes, this book 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, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.
Klappentext zu „Made to Stick “
NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the "fake news" era.Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle to make them "stick."
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds-from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony-draw their power from the same six traits.
Made to Stick will transform the way you communicate. It's a fast-paced tour of 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 whose simulation actually prevented racial prejudice.
Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick.
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I I N T R O D U C T I O NWHAT STICKS?
A friend of a friend of ours is a frequent business traveler. Let s call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink.
He d just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered.
Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice.
He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don t move. call 911.
A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?
Anxious, he felt around behind him. Sure enough, there was a tube.
The operator said, Sir, don t panic, but one of your kidneys has been harvested. There s a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don t move until they arrive.
You ve just read one of the most successful urban legends of the past fifteen years. The first clue is the classic urban-legend opening: A friend of a friend . . . Have you ever noticed that our friends friends have much more interesting lives than our friends themselves?
You ve probably heard the Kidney Heist tale before. There are hundreds of versions in circulation, and all of them share a core of three elements: (1) the drugged drink, (2) the ice-filled bathtub, and (3) the kidney-theft punch line. One
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version features a married man who receives the drugged drink from a prostitute he has invited to his room in Las Vegas. It s a morality play with kidneys.
Imagine that you closed the book right now, took an hourlong break, then called a friend and told the story, without rereading it. Chances are you could tell it almost perfectly. You might forget that the traveler was in Atlantic City for an important meeting with clients who cares about that? But you d remember all the important stuff.
The Kidney Heist is a story that sticks. We understand it, we remember it, and we can retell it later. And if we believe it s true, it might change our behavior permanently at least in terms of accepting drinks from attractive strangers.
Contrast the Kidney Heist story with this passage, drawn from a paper distributed by a nonprofit organization. Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice, it begins, going on to argue that [a] factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.
Imagine that you closed the book right now and took an hourlong break. In fact, don t even take a break; just call up a friend and retell that passage without rereading it. Good luck.
Is this a fair comparison an urban legend to a cherry-picked bad passage? Of course not. But here s where things get interesting: Think of our two examples as two poles on a spectrum of memorability. Which sounds closer to the communications you encounter at work? If you re like most people, your workplace gravitates toward the nonprofit pole as though it were the North Star. <
Imagine that you closed the book right now, took an hourlong break, then called a friend and told the story, without rereading it. Chances are you could tell it almost perfectly. You might forget that the traveler was in Atlantic City for an important meeting with clients who cares about that? But you d remember all the important stuff.
The Kidney Heist is a story that sticks. We understand it, we remember it, and we can retell it later. And if we believe it s true, it might change our behavior permanently at least in terms of accepting drinks from attractive strangers.
Contrast the Kidney Heist story with this passage, drawn from a paper distributed by a nonprofit organization. Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice, it begins, going on to argue that [a] factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.
Imagine that you closed the book right now and took an hourlong break. In fact, don t even take a break; just call up a friend and retell that passage without rereading it. Good luck.
Is this a fair comparison an urban legend to a cherry-picked bad passage? Of course not. But here s where things get interesting: Think of our two examples as two poles on a spectrum of memorability. Which sounds closer to the communications you encounter at work? If you re like most people, your workplace gravitates toward the nonprofit pole as though it were the North Star. <
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Autoren-Porträt von Chip Heath, Dan Heath
Chip Heath & Dan Heath
Bibliographische Angaben
- Autoren: Chip Heath , Dan Heath
- 2013, Internationale Ausgabe, 336 Seiten, Masse: 14 x 20,6 cm, Kartoniert (TB), Englisch
- Verlag: Penguin Random House
- ISBN-10: 0812982002
- ISBN-13: 9780812982008
- Erscheinungsdatum: 22.01.2013
Sprache:
Englisch
Pressezitat
Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable and the Heaths do the telling with beautiful clarity. The Christian Science MonitorUtterly compelling. Los Angeles Times
Surprising and provocative. The New York Sun
Savvy. People
Fun to read and solidly researched. Publishers Weekly (starred review)
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