- Tapa dura: 336 páginas
- Editor: Random House (2 de enero de 2007)
- Idioma: Inglés
- ISBN-10: 1400064287
- ISBN-13: 978-1400064281
- Valoración media de los clientes: 5.0 de un máximo de 5 estrellas Ver todas las opiniones (1 opinión de cliente)
- Clasificación en los más vendidos de Amazon: nº1.697 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
Made to Stick
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Opiniones de clientes
Las opiniones de cliente más útiles
1 de 1 personas piensan que la opinión es útil
Por Dr. Bojan Tunguz
Formato:Tapa dura
Persuasiveness has always been a very important aspect of advertising, politics, and a myriad other professions that rely heavily on the opinions and attitudes of others in order to exist and make an impact on the world. For the better or worse, in modern world an increasing number of professions fall into this category. Weather we are trying to teach someone a new skill, persuade a boss or a colleague, or ace a job interview, we need to be able to present our ideas effectively. We need to make them stick.
"Made to Stick" expands on the idea of "stickiness" popularized by Malcolm Gladwell in "The Tipping Point." Brothers Heath have spent many years working in their respective fields - organizational behavior and education - and have jointly come up with their idea of what makes ideas particularly "sticky." Their prescription, and the outline of this book, is organized around the acronym SUCCES (with last s omitted):
* 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 provides many useful examples and anecdotes that make these concepts stand out and become relevant in your own life. In fact, it follows more or less its own prescription, which is one of the reasons why it's such a good read. After going through it I've found myself thinking about making my own writing (and hopefully my Amazon reviews in particular) stickier.
One caveat about the books and works of this kind is the same one that has been at the root of all the criticisms of persuasiveness, from Socrates to this day. Just making ideas sticky and memorable does not make them any more relevant or even true. I can think of many examples of sticky ideas in today's culture and politics, and even in this very book, that have gotten much more attention and credibility because of their stickiness. Ultimately, it is our own responsibility to be alert and vigilant for the discrepancies between flowery rhetoric and the content of the message. This has been one constant throughout the history of our culture and society.
"Made to Stick" expands on the idea of "stickiness" popularized by Malcolm Gladwell in "The Tipping Point." Brothers Heath have spent many years working in their respective fields - organizational behavior and education - and have jointly come up with their idea of what makes ideas particularly "sticky." Their prescription, and the outline of this book, is organized around the acronym SUCCES (with last s omitted):
* 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 provides many useful examples and anecdotes that make these concepts stand out and become relevant in your own life. In fact, it follows more or less its own prescription, which is one of the reasons why it's such a good read. After going through it I've found myself thinking about making my own writing (and hopefully my Amazon reviews in particular) stickier.
One caveat about the books and works of this kind is the same one that has been at the root of all the criticisms of persuasiveness, from Socrates to this day. Just making ideas sticky and memorable does not make them any more relevant or even true. I can think of many examples of sticky ideas in today's culture and politics, and even in this very book, that have gotten much more attention and credibility because of their stickiness. Ultimately, it is our own responsibility to be alert and vigilant for the discrepancies between flowery rhetoric and the content of the message. This has been one constant throughout the history of our culture and society.
Opiniones de clientes más útiles en Amazon.com (beta)
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4.6 de un máximo de 5 estrellas
517 opiniones
237 de 255 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas
Valuable insights for marketers, advertisers and sellers
25 de febrero de 2007
Por Brad Shorr
- Publicado en Amazon.com
Formato:Tapa dura|Compra verificada por Amazon
With an entertaining blend of case studies and startling research, the Heath brothers lay out the critical elements of a sticky idea. They are--
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories
As you might expect, the authors use these techniques to drive home their point. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing.
Although these six elements seem like common sense, they are woefully underapplied in business communication. The authors state it well--
"Business managers seem to believe that, once they've clicked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas. What they've done is share data."
Well researched, easy to read and hard to forget.
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories
As you might expect, the authors use these techniques to drive home their point. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing.
Although these six elements seem like common sense, they are woefully underapplied in business communication. The authors state it well--
"Business managers seem to believe that, once they've clicked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas. What they've done is share data."
Well researched, easy to read and hard to forget.
203 de 220 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas
"Do it yourself" consulting: Crafting memorable messages with integrity
4 de enero de 2007
Por Amy Tiemann
- Publicado en Amazon.com
Formato:Tapa dura
If you are going to write a guide to crafting sticky ideas, your book had better embody your principles. Authors Chip and Dan Heath succeed admirably. What I love about "Made to Stick" is that it is not merely entertaining (though it is), it provides practical, tangible strategies for creating sticky ideas. Once you understand these recommendations, you can boil them down to a set of touchstone points to evaluate your own work. This sets "Made to Stick" apart from the work of Malcolm Gladwell, whom the Heath brothers cite as an inspiration. I enjoyed Gladwell's books but could not necessarily apply his ideas to my own work.
My review copy of "Made to Stick" is covered with highlighter. I am reading the book once through for pure pleasure, and then I am going back again to apply the ideas to evaluate the communications of a non-profit organization I am working for. "Made to Stick" challenges you to distill the essence of your message, to get back to core principles and to communicate them in a memorable way. Chip and Dan point out that as we become experts, we tend to use abstraction to define our ideas, and we lose our ability to communicate with novices. They teach us how to bridge that gap so that our ideas are once again accessible by everyone.
"Made to Stick" gives you the tools you need to revamp your own messages. It provides "do it yourself" conuslting in book form, which will be appreciated by activists, entrepreneurs, and businesses of all sizes.
My review copy of "Made to Stick" is covered with highlighter. I am reading the book once through for pure pleasure, and then I am going back again to apply the ideas to evaluate the communications of a non-profit organization I am working for. "Made to Stick" challenges you to distill the essence of your message, to get back to core principles and to communicate them in a memorable way. Chip and Dan point out that as we become experts, we tend to use abstraction to define our ideas, and we lose our ability to communicate with novices. They teach us how to bridge that gap so that our ideas are once again accessible by everyone.
"Made to Stick" gives you the tools you need to revamp your own messages. It provides "do it yourself" conuslting in book form, which will be appreciated by activists, entrepreneurs, and businesses of all sizes.
51 de 52 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas
A must-read on communication
13 de junio de 2007
Por ServantofGod
- Publicado en Amazon.com
Formato:Tapa dura
The authors had been too humble to title their book "made (ideas) to stick" and regard it as a complement to the bestseller "Tipping Point" (pg13). IMHO, this is one of the best books on communication. Some may argue that the six principles (SUCCESs: simplicity, unexpectedness, concreteness, credibility, emotions, stories) of sticky ideas are not unique. However, the samples and peripheral ideas presented are so intriguing. In short, a must read for all (who need to communicate). Highly recommended!
p.s. Below please find some favorite messages I found in it for your reference:-
Curse of knowledge: Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has "cursed" us. And it becomes difficult for us to share our knowledge with others, because we cant readily re-create our listeners' state of mind. pg20
If you say three things, you dont say anything. pg33
Simple = Core + Compact pg45
Statistics arent inherently helpful; it's the scale and context that make them so. pg146
If I look at the mass, I will never act. If I look at the one, I will. - Mother Teresa pg165
Why dones mental stimulation work? It works because we cant imagine events or sequences without evoking the same modules of the brain that are evoked in a real physical activity.......Notice that these visualizations focus on the events themselves - the process, rather than the outcomes. No one has ever been cured of a phobia by imagining how happy they'll be when it's gone. pg212
Picturing a potential argument with our boss, imagining what she will say, may lead us to have the right words available when the time comes.....can prevent people from relapsing into bad habits such as smoking, excessive drinking......can also build skills. pg213
If you make an argument, you're implicitly asking them to evaluate your argument - judge it, debate it, criticize it - and then argue back, at least in their minds. But with a story, you engage the audience - you are involving people with the idea, asking them to participate with you. pg234
p.s. Below please find some favorite messages I found in it for your reference:-
Curse of knowledge: Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has "cursed" us. And it becomes difficult for us to share our knowledge with others, because we cant readily re-create our listeners' state of mind. pg20
If you say three things, you dont say anything. pg33
Simple = Core + Compact pg45
Statistics arent inherently helpful; it's the scale and context that make them so. pg146
If I look at the mass, I will never act. If I look at the one, I will. - Mother Teresa pg165
Why dones mental stimulation work? It works because we cant imagine events or sequences without evoking the same modules of the brain that are evoked in a real physical activity.......Notice that these visualizations focus on the events themselves - the process, rather than the outcomes. No one has ever been cured of a phobia by imagining how happy they'll be when it's gone. pg212
Picturing a potential argument with our boss, imagining what she will say, may lead us to have the right words available when the time comes.....can prevent people from relapsing into bad habits such as smoking, excessive drinking......can also build skills. pg213
If you make an argument, you're implicitly asking them to evaluate your argument - judge it, debate it, criticize it - and then argue back, at least in their minds. But with a story, you engage the audience - you are involving people with the idea, asking them to participate with you. pg234
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