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Why Some Ideas Survive and Others Die
Random House
January 2007
On Sale: January 2, 2007
304 pages
ISBN: 1400064287
EAN: 9781400064281
Hardcover
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Non-Fiction
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.
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