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Made to Stick: Why Some Ideas Survive and Others Die |  | Authors: Chip Heath, Dan Heath
Publisher: Random House
Category: Book
List Price: $26.00
Buy New: $9.99
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Rating:  329 reviews
Sales Rank: 259
Media: Hardcover
Edition: 1
Pages: 291
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 8.4 x 5.8 x 1.2
ISBN: 1400064287
Dewey Decimal Number: 302.13
EAN: 9781400064281
ASIN: 1400064287
Publication Date: January 2, 2007
Availability: Usually ships in 1-2 business days
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| • | ISBN13: 9781400064281 | | • | Condition: NEW | | • | Notes: Brand New from Publisher. No Remainder Mark. |
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Product Description
Whether you are a CEO or full-time mom, you've got ideas that you need to communicate: a new product coming to market, a strategy you want to sell your boss, values you are trying to instill in your children. But it's hard-fiendishly so- to transform the way people think and act. IN this book you'll learn the six key qualities of an idea that is made to stick.
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| Customer Reviews:
Showing reviews 1-5 of 329
 Press Conference September 27, 1992 February 28, 2010
D. Kent McCallister (West Hollywod, CA)
CBS, NBC, ABC, CNN were present as well as front page coverage in USA Today, The Los Angeles Times, and The Washington Post's Style section not to mention the butt of several jokes on late night TV.
Subject: "A medium-sized 'butter' popcorn at a typical neighborhood movie theatre contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings-combined!"
This was a real-life example in using a few of the concepts discussed in "Made To Stick" by Chip Heath and Dan Heath. The Brothers Heath have taken the "stickiness" concept from "The Tipping Point" by Malcolm Gladwell and given it teeth.
SUCCESs is spelled out:
Simplicity * Unexpectedness * Concreteness * Credibility * Emotional * Stories
Many urban legends unknowingly survive based on some of these concepts. The "Kidney Heist" story that involves a friend of a friend of a friend that no one really knows. "Kentucky Fried Rat," "Check Your Halloween Candy" or "Coke Rots Your Bones" all survive due to similar features of SUCCESs.
The Heaths found out over time and trial that methodologies of some of those who made their ideas stick were similar. Teachers in particular were usually good in making concept stick with students even though each teacher had a unique style.
Cataloging some of these methodologies and combing other research done on making ideas resonate lead to writing "Made To Stick" so that others could apply the template and find their own SUCCESs
The biggest roadblock to getting your point/message across to others is The Curse of Knowledge. Take for instance a study done where there were "tappers" and "listeners" who had to communicate. "Tappers" were told what songs they had to tap out and "listeners" were to tell them what the song was they were trying to communicate.
Most of the Tappers were shocked at how difficult it was for the Listeners to guess. Due to the fact the Tappers had the song running through their head as they tapped it out, but the Listeners did not have the luxury of being in the head of the Tappers. "The Star-Spangled Banner" apparently sounds a lot like "Happy Birthday To You" when tapped out on a desk by someone with their fingers.
We've all had an idea in our head at one time or another and attempted to convey that idea to someone else, either just to share it with a friend or attempting to find funding to launch our idea. We've all seen that "What?" look on the faces of the person we're trying to convince that it's not a wacky idea and yes, it is worth funding.
Most people think that every idea is unique and cannot be placed into a "template" to be applied to future ideas. Each of us would like to think that our concepts could not have a "measurable overlay" placed on them and categorized. Research has actually found otherwise.
In 1992 a group of Israeli researchers found that 89% of award-wining designs could be placed into six categories/templates then applied by novices who then went on to impress judges who knew nothing of the skill level of the novices. But as the brothers state: "Regardless of your level of 'natural creativity,' we will show you how a little focused effort can make almost any idea stickier, and a sticky ideas is an ideas that is more likely to make a difference."
I'll leave you with another story, a true one that uses a few of the principles outlined in the book to make a concept stick. This concept was that of prejudice.
Jane Elliott, of Riceville, Iowa was trying to think of a way to explain to her class of third-graders why someone would want to hate someone enough to kill them. This was in the wake of the assassination of Martin Luther King, Jr. in 1968.
Third graders had no concept of this level of disdain for another, until Jane told them they were different.
Brown-eyed children were told they were superior to blue-eyed children. Blue-eyed children were made to wear a collar so that their superior brown-eyed classmates could identify them across the playground and continue to ignore or taunt them.
The brown-eyed children were quite viscous and the blue-eyed kids even began performing poorly on projects they'd previously done well on.
A day later Jane made a shocking announcement. "I was wrong children, the blue-eyed among you are actually superior." and at that moment, the children exchanged places not only physically, but emotionally as well. Once the collars and the disdain were switched, so was the prejudice.
Years later when the students were reunited they stated that was one of the most profound messages they'd ever learned and at that young age it was ingrained that differences can be mistaken and can generate unnecessary levels of hate.
Please check out "Made to Stick" as well as the recently released "Switch" by Chip and Dan Heath. I'll be reviewing "Switch" in the coming weeks following an event promoting the book as part of a tour the brothers are doing.
 Solid reference for communicating ideas February 27, 2010
bpetti (Cherry Hill, NJ)
1 out of 1 found this review helpful
Made to Stick provides some simple rules to follow for those looking to better sell their ideas. The book doesn't provide any insight into how to develop innovative or creative ideas (nor does it claim to). Instead, the book focuses on how to better communicate the ideas we have so that they are memorable and lasting in the minds of our audience. This is not a trivial point. Even the most charismatic speakers wielding the greatest of ideas may fail in their effort to make these ideas stick. Revolutionary ideas do not speak for themselves. We must still communicating them in such a way that they will have an impact during and after their presentation. Made to Stick provides an excellent road map for doing so. The book is a bit long and repetitive in parts, but overall it is a useful reference for anyone who needs to communicate their ideas to wider audience.
Make your idea MEMORABLE! February 12, 2010
Jeffrey Voeltner (Atlanta, GA United States)
1 out of 1 found this review helpful
Successful ideas, stories, and products are so because of one thing they all have in common... they're memorable. Something about them has remained lodged in our memory and quite often the thing which has made them memorable is that they are SIMPLE. Let Chip and Dan Heath help you find out how to make your ideas compelling for others to catch on to! A GREAT resource for helping you further the development of a vision or marketing an idea!
These ideas will stick with me February 6, 2010
Patti S (Atlanta, GA)
1 out of 1 found this review helpful
I really enjoyed this book. I originally rented the audiobook and ended up purchasing a hard copy afterwards that I could use to reference later as needed. The authors have many good points and use excellent examples to make them. The only part I didn't entirely agree with is the inverted pyramid. Yes, it's what they teach journalism students, but great writing doesn't always follow this model. Not from the lead paragraph anyway. All in all, however, "Made to Stick" is great.
A must read for pretty much anyone February 5, 2010
Stephen S. O'donoghue (San Francisco, CA United States)
Whether you're a teacher, marketeer, butcher, baker, or candlestick maker, you'll get a lot out of this book.
Showing reviews 1-5 of 329
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