|
Made to Stick: Why Some Ideas Survive and Others Die (精装)
by Chip Heath , Dan Heath
| Category:
Management, Business & investing |
| Market price: ¥ 278.00
MSL price:
¥ 258.00
[ Shop incentives ]
|
| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Wouldn't that be great if people remembered what you said and acted on it? What if people not only remembered and acted, but told hundreds of others who also acted and told? With this masterpiece, now you're really getting somewhere! |
| If you want us to help you with the right titles you're looking for, or to make reading recommendations based on your needs, please contact our consultants. |
|
| |
AllReviews |
1 Total 1 pages 8 items |
|
|
Howard Aldrich (MSL quote), USA
<2007-05-14 00:00>
Although aimed at a business audience, I found the authors' suggestions for effective communication equally applicable in classrooms and writing projects. Success in helping students learn or persuading readers follows from applying the "SUCCESs" formula: keep your message Simple but profound; spark interest by opening with the Unexpected; use Concrete examples rather than abstract formulations; make your message Credible by reporting from direct experience; draw people in with Emotional impact; and use Stories to make your message memorable and of human interest. The authors base their arguments on well-validated social-psychological principles but never let the science get in the way of their well-written recommendations. I highly recommend this book for teachers at every level of instruction and for authors who want to increase the impact of their written words. |
|
|
Mark C. Howell (MSL quote), USA
<2007-05-14 00:00>
Made to Stick is a great read and more! Taking the idea of stickiness introduced by Malcolm Gladwell in The Tipping Point, authors Heath and Heath have produced more than a great read. They've developed a workshop approach that helps the reader understand what makes things stick and then begin to see how to craft their own stickiness! Packed with captivating stories that make the point, Made to Stick is a very engaging read with plenty to chew on. |
|
|
Arline Curtiss (MSL quote), USA
<2007-05-14 00:00>
The ideas in this book are terrific. We kind of know some of Heath's principles: simplicity (well, we've heard about KISS forever), unexpectedness (there should be something shocking or at least edgy to make it dynamic,) concreteness (it can't be "mystery meat" you have be able to connect with the essence right away,) credibility (one has to get an initial feeling of "worthiness"), it has to excite, to have emotional as well as rational appeal, and stories help (well, we've heard about testimonials, and parables too). But here in this book Heath puts it all into focus so you have a concrete measuring scale to work with.
He illustrates his points with some good examples. How do you get big, bad truckers to stop littering the State of Texas? "Give a hoot, don't pollute" is too tame for these macho guys. So state officials came up with the slogan "Don't mess with Texas" and did TV spots with such consummate Texans as Ed Jones of the Dallas Cowboys and country music's Willie Nelson.
"Business managers seem to believe that, once they've clocked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas," Heath writes. "What they've done is share data" Sticky ideas shock, move and convince us. "If you want your ideas to be stickier, you've got to break someone's guessing machine and then fix it."
I had read about Heath's research in Cognitive Psychology, Psychology Today, and Scientific American. Unfortunately not before I made two big mistakes. But, thanks to what I have since learned, I think I have been able to correct them.
I'm a board certified cognitive behavioral therapist who has had great success training people to re-wire their brains to quickly get out of the pain of depression by using simple mind exercises to switch their neural activity from the feeling part of the brain (the subcortex) to the thinking part of the brain (the neocortex). These exercises are based on neuroplasticity, the ability of the brain to re-wire itself as a result of changes in one's thinking and behavior. So far, so good.
... |
|
|
Pedro Prestel (MSL quote), USA
<2007-05-14 00:00>
This is an amazing book, very interesting, with clear explanations, real cases and very instructive, very well structured and the type of book that you start to read and don't finish till almost the end. |
|
|
A. Gabrielson (MSL quote), USA
<2007-05-14 00:00>
Having spent the last 15 years of my life trying to help clients make their ideas stick, I'm delighted to have this wonderful manual full of concrete, sticky, real-life examples. I plan to make every one of my team read this book. Perfect for those in advertising, PR, marketing, product development, and more. A wonderful addition to any business library! |
|
|
Richard Fritzson (MSL quote), USA
<2007-05-14 00:00>
Made to Stick is an answer to the question "Why are some ideas sticky, while others slide in to, and then out of, our minds as if they were made of Teflon?" It doesn't take long to read, but like some important small books it is all the more valuable for its simplicity.
The authors point out what it is about persistent urban legends, such as the story of the poisoned Halloween candy, that keeps them going. They also provide a very valuable collection of successful case stories of the development of true and useful sticky ideas.
This isn't an academic study. It's a how-to guide to crafting your own messages so they will be stickier. They identify six key attributes of sticky ideas: Simple, Unexpected, Concrete, Credible, Emotional and provide a Story, and give each one a chapter, clearly illustrating the concepts with examples and warning of pitfalls in using it. The case studies are interesting and inspiring in their own right; the story of how Dan Syrek crafted a wildly successful anti-littering message which targeted young, pickup driving, sports loving Texas males is terrific. The authors have a deep understanding of the concepts they are explaining. For example, they don't just tell us that stories are important, but why they work.
Halfway through the book I stopped, realizing that I wanted to have a summary of the best illustrations for each of the six chapters, and went back to take more systematic notes. I needn't have bothered because the authors have included a five page easy reference guide to jog your memory which I've copied to a set of index card that I keep over my desk when I write.
If any part of your life involves communicating ideas to others, you really need to spend an afternoon or two reading this book. |
|
|
Ilya Grigorik (MSL quote), Canada
<2007-05-14 00:00>
This book has something for everyone - an entrepreneur, journalist, and even a college student. If you ever wondered how to make your presentation more effective, how to communicate your vision better, or even structure an upcoming paper, this book should not disappoint. Dan and Chip Heath draw on a number of psychological studies done over the years to show the power of making your ideas: unexpected, concrete, credible, and emotional. The authors explore each of these aspects in great detail and provide a number of surprising results and examples - you're bound to have a few 'Aha!' moments! Which, (in theory) implies that the book itself is 'sticky'! It's a great read, highly recommended. |
|
|
Ron Berry (MSL quote), USA
<2007-05-14 00:00>
I loved this book from start to finish! Immediately started applying many of the ideas to my non-profit organization with much success. I found the breadth and scope of the subject matter to be especially interesting and fresh. Thought the anecdotes were telling and fun. Cannot say enough good things. Just a really fun, interesting read that has already made a significant difference to my organization. |
|
|
|
1 Total 1 pages 8 items |
|
|
|
|
|
|
