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
public-health scares circulate effortlessly. Meanwhile, people with
important ideas–business people, teachers, politicians,
journalists, and others–struggle to make their ideas “stick.”
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 ways to make ideas
stickier, such as applying the “human scale principle,” 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 “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 is a book that will transform the way you
communicate ideas. 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.
關於作者：
Chip Heath is a professor of organizational behavior in the
Graduate School of Business at Stanford University. He lives in Los
Gatos, California.
Dan Heath is a Consultant to the Policy Programs of the Aspen
Institute. A former researcher at Harvard Business School, he is a
co-founder of Thinkwell, an innovative new-media textbook company.
He lives in Raleigh, North Carolina.
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