Produkt
KlappentextNEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.
Anyone interested in influencing others to buy, to vote, to learn, to diet, to give to charity or to start a revolution can learn from this book. The Washington Post
Mark Twain once observed, A lie can get halfway around the world before the truth can 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 stick.
In 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 prejudice.
Provocative, 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.
Anyone interested in influencing others to buy, to vote, to learn, to diet, to give to charity or to start a revolution can learn from this book. The Washington Post
Mark Twain once observed, A lie can get halfway around the world before the truth can 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 stick.
In 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 prejudice.
Provocative, 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.
ZusammenfassungIncluding case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.
Details
ISBN/GTIN978-0-8129-8200-8
ProduktartTaschenbuch
EinbandartKartoniert, Paperback
Verlag
Erscheinungsjahr2010
Erscheinungsdatum15.09.2010
AuflageINT
Seiten336 Seiten
SpracheEnglisch
Gewicht266 g
Artikel-Nr.11314980
Rubriken
GenreWirtschaft