Made to Stick
| File:Madetostick-book.JPG
Hardcover edition
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| Author | Chip Heath & Dan Heath |
|---|---|
| Country | United States |
| Language | English |
| Subject | Psychology |
| Publisher | Random House |
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Publication date
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January 2, 2007 |
| Media type | Print, e-book |
| Pages | 304 pp. |
| ISBN | 1-4000-6428-7 |
| OCLC | 68786839 |
| 302/.13 22 | |
| LC Class | HM1033 .H43 2007 |
| Followed by | Switch: How to Change Things When Change Is Hard |
Made to Stick: Why Some Ideas Survive and Others Die is a book by brothers Chip and Dan Heath published by Random House on January 2, 2007.[1] The book continues the idea of "stickiness" popularized by Malcolm Gladwell in The Tipping Point, seeking to explain what makes an idea or concept memorable or interesting. A similar style to Gladwell's is used, with a number of stories and case studies followed by principles. The stories range from urban legends, such as the "Kidney Heist" in the introduction; to business stories, as with the story of Southwest Airlines, "the low price airline"; to inspirational, personal stories such as that of Floyd Lee, a passionate mess hall manager. Each chapter includes a section entitled "Clinic", in which the principles of the chapter are applied to a specific case study or idea to demonstrate the principle's application.
Overview
The book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refers to a characteristic that can help make an idea "sticky":
- Simple — find the core of any idea
- Unexpected — grab people's attention by surprising them
- Concrete — make sure an idea can be grasped and remembered later
- Credible — give an idea believability
- Emotional — help people see the importance of an idea
- Stories — empower people to use an idea through narrative
The book then goes to mention examples like: Simple: Southwest Airlines, whose motto is "THE low fare airline".[2] If a steward proposed serving chicken salad in the Texas–Vegas route, thinking about that motto helps one decide that this is not a good idea. Other example: Proverbs, which encapsulate wisdom in short sentences. The book mentions many case studies of successful teachers and professionals around the world such as Diana Virgo of Loudoun Academy of Science as a mathematics teacher.
Authors
Chip Heath is a professor of organizational behavior at Graduate School of Business at Stanford University. Dan Heath, a former researcher at Harvard, is a consultant and developer of innovative textbooks. They also write a regular feature for Fast Company magazine.[3]
See also
- Meme
- Viral Marketing
- The Tipping Point, by Malcolm Gladwell, which popularized the concept of "stickiness."
- A Whole New Mind, by Daniel H. Pink, has emotive storytelling as a central theme in the "conceptual age."
- Think!: Why Crucial Decisions Can't Be Made in the Blink of an Eye
References
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- ↑ Authors' profiles
External links
- Made To Stick training
- Made To Stick website
- blog on madetostick.com
