Made to Stick: Why some ideas take hold and others come unstuck - Softcover

Heath, Chip; Heath, Dan

Softcover

ISBN 10: 009950569X ISBN 13: 9780099505693

Publisher: Arrow Books Ltd, 2008

Synopsis

Why does fake news stick while the truth goes missing? Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts? Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows: - how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria - how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium - how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights. Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon.

About this title

About the Author

Dan Heath (Author) Dan Heath is a senior fellow at Duke University's CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina. Dan and his brother Chip have written four New York Times bestselling books: Made to Stick, Switch, Decisive, and The Power of Moments. Their books have sold over two million copies worldwide and have been translated into thirty-three languages. Chip Heath (Author) Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.

From the Back Cover

'Criminal gangs are drugging people and then stealing their kidneys' widely repeated urban myth

'The recommended daily allowance of iron for an adult is 14mg' widely forgotten scientific fact

In Made to Stick Chip and Dan Heath take the lid off one of the great mysteries of life: why it is that we have no difficulty at all in remembering the details of, say, a bogus scare story, and yet often struggle to recall information that may be vital to us. Isolating the six factors that make ideas 'sticky', they reveal, through compelling analysis and entertaining anecdotes, precisely how our minds absorb information and what we can all do to make sure our own ideas register with others.

'This book is a gift to anyone who needs to get a message across and make it stick' New Statesman

Edition details

• Publisher: Arrow Books Ltd
• Publication date: 2008
• Language: English
• ISBN 10: 009950569X
• ISBN 13: 9780099505693
• Binding: Paperback
• Number of pages: 336