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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, βA lie can get halfway around the world before the truth can even get its boots on.β His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideasβbusiness people, teachers, politicians, journalists, and othersβstruggle to make their ideas βstick.β 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 βhuman scale principle,β using the βVelcro Theory of Memory,β and creating βcuriosity gaps.β In this indispensable guide, we discover that sticky messages of all kindsβfrom the infamous βkidney theft ringβ hoax to a coachβs lessons on sportsmanship to a vision for a new product at Sonyβdraw their power from the same six traits. Made to Stick is a book that will transform the way you communicate ideas. Itβs a fast-paced tour of success stories (and failures)βthe Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of βthe Mother Teresa Effectβ; 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 ideasβand tells us how we can apply these rules to making our own messages stick.
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