Made to Stick: Why Some Ideas Survive and Others Die

Made to Stick: Why Some Ideas Survive and Others Die❮Download❯ ➾ Made to Stick: Why Some Ideas Survive and Others Die ➹ Author Chip Heath – NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive why others die and how to improve your idea's chances essential reading in the fake news eraMark Twain once observed A lie can Stick: Why Kindle Õ NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive why others Made to PDF or die and how to improve your idea's chances essential reading in the fake news eraMark to Stick: Why PDF Ê Twain once observed A lie can get halfway around the world before the truth can to Stick: Why Some Ideas eBook ✓ even get its boots on His observation rings true Urban legends conspiracy theories and bogus news stories circulate effortlessly Meanwhile people with important ideas entrepreneurs teachers politicians and journalists struggle to make them stickIn Made to Stick Chip and Dan 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 Along the way 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 will transform the way you communicate 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 prejudiceProvocative 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. from my blog thesunrisingcomSummary When marketing anything keep these six concepts in mind if you want your message to shtick Simple Unexpected Concrete Credible Emotional Stories; yes my friends that spells SUCCESs If it sounds like too much work these two concepts also work Free Sex noooo that’s not in the bookbut it works I tell youRecommended? Si It’s a uick fun read full of interesting anecdotes and examples that make the book’s message concrete a hem If you’re never going to pick it up at least read a breakdown of the six principles on the book’s websiteOneish liners for each of the six principles Simplicity boil it all down to the core message you want people to walk away withthe one thing they should knowdothe key takeawaythe essence of your pointthe singular okay I’ll stop Unexpectedness generate interest and curiosity by being counter intuitive or using surprisesome other techniue Oh and you should send me money see? that’s called “surprise” Concreteness explain ideas “in terms of human actions in terms of sensory information”; people think in pictures so paint a picture For example I’m sitting at my desk in my room typing this on my Dell laptop sipping water and eating green curry chicken over rice If you make it to the end of this post I bet you’ll remember what I ate but you won’t remember all six principles Credibility it’s only what is said because of who says it; make sense? If you can’t get a spokesperson Oprah be vividly detailed; “sticky ideas have to carry their own credentials” Emotions get people to care about your idea by evoking a feeling around your idea and keep in mind that “we are wired to feel things for people not for abstraction” You make me happy by reading this blog post Don’t you feel happier knowing that mom? Stories wrap the idea with context and it’ll be remembered as associated with that context; sometimes analogies work great here as they ground the idea in a story or context folks are familiar with analogies also allow you to check off “simple” and “concrete”; for example “my blog is the Pinto of the blogosphere” says a lot about my blog And me unfortunatelyKey takeaways Think about what YOU would respond to if YOU were your target audience make sense? First this means understanding the frame of mindperspective of your target audience note this is HARD Then it’s asking uestions like “what would make me take notice?” Throw off what the authors affectionately refer to as the “Curse of Knowledge” corny but true and go from there How does your target audience views the world? What’s important to them? Which raises some good uestionswho are you people? And what’s important to you? Make ideas interesting in some wayshapeform Sounds incredibly obvious but it’s in fact hard to do think of all the crap advertising you see these daysclearly if it were interesting it wouldn’t be crapI’ll bet you had a hard time remembering explicit crap ads precisely because they were crap Playing into people’s curiosity can be a powerful way to make things interesting guess what color boxers I’m wearing When pitching something emphasize benefits not features; people want to know what’s in it for them self interest or how what you’re offering supports something they believe in identity If you can nail both you’ve got a winner this whole “organic” craze for example Final excerpt from the book “For an idea to stick for it to be useful and lasting it’s got to make the audience 1 Pay attention 2 Understand and remember it 3 AgreeBelieve 4 Care 5 Be able to act on it” 6 Think free Or sex Or bothOkay without looking what are the six principles? And what did I eat? And how much money are you sending me? I came upon this book in a convoluted fashion It was nearly recommended to me in a round about sort of way by Richard a GoodReads friend when he pointed to a review of Blink by someone else on GoodReads who is some sort of expert in the field although I have to admit I’m still not totally sure which field that is The expert felt Gladwell was a little too simplistic I enjoyed Gladwell’s books very much and so was keen to see what made them seem too simplistic to someone ‘in the field’ and what a book they would recommend as not being too simplistic would be like I was surprised then when this one started by praising Gladwell’s The Tipping PointThis is a very interesting book There is no uestion that this book would be very useful if you are a teacher or a journalist – it shows how stories are better than lists of facts and statistics and shows how structuring your message around concrete examples that are directly relevant to the needs of your audience is going to make your audience much interested in what you have to say This all sounds far too familiar and far too simple – but actually the book is remarkably good at breathing new life into these near clichés The problem is that everyone knows things like KISS Keep It Simple Stupid but no one ever bothers following this advice mostly because it is given as abstract advice some idiot talking about the KISS Principle rather than in good clear examples in ways that are designed to make the lesson stickMany of the stories in this book I had heard before in fact many of the stories in this book than in any of Gladwell’s books but they are told not so much to get you to drop your jaw in surprise which does seem to be Gladwell’s gift even when I don’t agree with him but rather to instructThe clever thing they do in the book is to use lots of stories from not for profit organisations that are seeking to get their message across – stories not just about people making money – and how these organisations have been ‘creative’ in attracting the attention of their potential audience The point that is made over and again is that it really has nothing to do with being creative it is about knowing what the rules are that make a good story – a story that is directed at illuminating your key messageThat is another thing that I learned in this book – that there should be one message not three that if you have three main messages no one will remember any of your ‘messages’ At the start of this book I was worried that it might turn out to be a ‘standard American Self help book’ as it did have that kind of smell about it But it redeemed itself nicely The advice is the kind of advice one can never hear too freuently about the benefits of keeping a message simple and direct It is not about dumbing down the message it is about making the message clear And there is a hell of a difference between those twoLike a good self help book there is even a crappy acronym which in this case is SUCCES• 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 • Credibility — give an idea believability • Emotion — help people see the importance of an idea • Stories — empower people to use an idea through narrative But crappy acronyms can be sadly underrated and this one worked well at structuring the book and in summarising the message I’ve stolen the dotpoints from here This is in fact a very good book and the sort of book that anyone who tends towards corporate speak should be forced to read – well forced to read after they have been sent to a re education camp for due punishment for six months I’m thinking along the lines of bamboo under fingernails or perhaps waterboarding before Obama bans it If you are afraid that you might make PowerPoint presentations that are just like everyone else’s – and that idea sends a shiver down your spine – this book is for youI’ve been rather lucky lately I’ve found a string of fascinatingly interesting books Enjoy Perhaps it was because this book came highly recommended from a reliable source but I was greatly disappointed This book was a redundant snooze The ultimate test I suppose is whether the ideas from this book do in fact stick It suffices to say that enjoyability is NOT on the list of what makes an idea stick It's uite clear that the authors are doing their utmost to follow their own advice That this makes the book almost unreadably repetitive is possibly an argument against the book's worth On the other hand if the ideas in the book stay with you then their premise that beating you over the skull with a blunt object is the best way to make ideas stick may be both accurate and demonstrable Don't get me wrong I wanted to like this book It just read so much like a boring textbook for college freshmen that it was often hard to stomach Of course this could just be a mismatched audience gripe If you're a clueless corporate advertising wannabe this book will probably be right up your alley Or if you're teaching a course on advertising or communication your students might get something out of it If you're actually into what makes ideas stick why not pick something a little rigorous perhaps on memetics I recommend Susan Black's Meme Machines or Richard Brodie's Virus of the Mind For the philosophically inclined Dan Dennett's Darwin's Dangerous Idea might also be a lot of fun I needed a book for marketing I just googled 'Top 10 marketing books' and opened the first link I searched all the books here in Goodreads read the reviews and chose this book I downloaded it on my Kindle opened the book and on the first page I sawTo Dad for driving an old tan Chevettewhile putting us through collegeTo Mom for making us breakfastevery day for eighteen years Eacha must read bookeverything about the book just sticksall you need and can be found in the book Great book on how to make the core message you want to deliver remembered How to formulate it so that it 'sticks' in the minds of the listeners The core idea is that in order for a message to be 'sticky' it has to combine these 6 characteristics 1 Simple 2 Unexpected 3Credible 4 Concrete 5emotional 6StorySUCCESwithout the extra 'S' spelling successThe authors tell very engaging stories on each of their success factorsI think this is a great book for consultants One of their main jobs is to communicate ideas so this is integral Update #2 Yep Still recommending it I Update #1 at the halfway point five stars alreadyI want to read this book twice at least This will directly change how I write present think create and make things I know I need to keep experimenting to make my communication memorable meaningful and I'll be playing with many of the techniues described here A few key points that I want to experiment with in my own workIf you've asked somebody to remember three things you've asked them to remember nothing I need to simplify messages to ONE key element I will use this when writing Voice Tone guidelines for clientsUse mystery to open a knowledge gap for people It keeps people glued to the end if you've activated their curiosity it's why people stick around to finish even bad movies; they need to know how it ends So can you open a piece by asking a uestion? Can you start a presentation by asking how somebody would approach a certain problem? Can you pace content with clues and reveals?Make examples concrete Use physical objects and demonstrations Heck create a physical installation art piece instead of a powerpoint presentation Help people to experience touch and see your idea make it UNabstract to make it memorable There's an an amazing story of HP pitching Disney by creating a walkthrough pop up museum that showcased HP technology in use at a Disney park INSTEAD of creating a powerpoint presentationBoil down goals to simple concrete statements Sony wanted to make a pocketable radio long before radios were pocket sized and they said so in those words It motivates legions of engineers JFK's put a man on the moon by the end of the decade statement instead of prove our superiority in long distance transportation technology over the blah blah blah To kill corporate blah you need to mention specific objects nouns locations timespans Think Aesop's Fables simple stories simple messages starring animals performing tasks They've endured for millennia because there is nothing remotely abstract about themWhat I'm learning so far Kill the abstract Get concrete Choose ONE message not several I'm really excited to keep pushing myself to writepresentthink better using these techniues There is especially a lot here for when you want to motivate internal teams launch projects influence a company culture all of which are skills I want to be better at I'm halfway through the book; expect another update soon The book Made to Stick Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath Chow is about how to make your ideas memorable; be it promoting a product project being a professional forwarding a company's strategy or lessons to students Everything revolves around the SUCCESS methodology For an idea to stick for it to be useful and lasting it's got to make the audiencePay attention UnexpectedUnderstand and remember it ConcreteAgreeBelieve CredibleCare EmotionalBe able to act on it Story Made to Stick is a book that stands as proof of how to apply the suggestions in it if you get as it is written with many stories as examples with simple language and without long and pompous paragraphs And with occasion I will tell you a lesson taken from the book it's written in the inverted pyramid styleThis is a type of book I would recommend to anybody Useful communications' theory book especially if you're interested in exploring getting thoughts across whether in teaching work presentations advertising or just chatting with friendsIf you want a deeper review then I recommend you check out Trevor's review; he's my go to for sociology recommendations The Curse of Knowledge is a big problem when you know too much that you can no longer explain it simply I actually think it's the stage just before assimilating a concept because once it is woven into your knowledge base then you can zoom in and out or as Einstein says 'If you can't explain it to a five year old then you don't understand it' There's a lot of good things here but I like this uote referencing McKee Curiosity is the intellectual need to answer uestions and close open patterns Story plays to this universal desire by doing the opposite posing uestions and opening situations I don’t know why I’m surprised at my 5star rating I was recommended this book by multiple people including the professionals of Goodreads The final nail on the coffin was when my Dad just handed me this book saying “You know for a Doctor you should really read this book” Way to go Dad That’s what did it He throws in that ‘doctor’ word in there and I’m eating from the palm of his hand But on a serious note this book was enlightening to me on so many levels Not only did I resonate with it from the perspective of a new healthcare professional but also as an individual who loves to learn new things Further the authors of the book have made the premise very appealing to anyone As a doctor I face the challenge of selling harder yet healthy ways of life to my patients everyday With the advent of the internet it has making my job harder and harder It is much easier now for people to have preconceived notions about their health and treatment plan before I ever see them Something as simple as vaccinations now has become this hazy and controversial topic I completely see now after reading this book how an idea can infiltrate a nation of individuals seamlessly Overall I would recommend this book to anyone who wants to broaden their horizons It will make you uestion a lot of things you hear and see It will definitely make you reconsider how you present your thoughts and ideas to someone else I hope you like it as much as I did Some business books are written to promote consulting gigs This is one such book You can usually tell when the summary chapter just takes the table of contents and re arranges it a little I picked this up because one of the authors is the founder of an innovative website used extensively by my kids Thinkwellcom There is nothing inherently wrong with this book The ideas are coherent presented well and made relatively easy to digest following the their own enunciated principle of the pomelo scheme The examples are good if outdated the wood block Palm Pilot example is a little dated Do people even know what a Palm Pilot is any? The ideas are even useful And the mnemonic SUCCESs to describe their central idea is cuteBut there is no practical way to translate these ideas into the real world For example the Sinatra Test one successful outcome means that every outcome will be successful is a little dubious and the example of Safexpress tells about the outcome but not how it was achieved I suspect that here is where you would need consultantsAgain it's not a bad book It's not meant to be a how to manual But I suggest that you borrow not buy your copy

Made to Stick: Why Some Ideas Survive and Others Die
  • Paperback
  • 323 pages
  • Made to Stick: Why Some Ideas Survive and Others Die
  • Chip Heath
  • English
  • 14 December 2015
  • 9780812982008