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Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck (Inglés) Tapa blanda – sep 2010

4.0 de un máximo de 5 estrellas 4 opiniones de clientes

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Tapa blanda, sep 2010
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Detalles del producto

  • Tapa blanda: 323 páginas
  • Editor: Random House Lcc Us (1 de septiembre de 2010)
  • Idioma: Inglés
  • ISBN-10: 9780812982008
  • ISBN-13: 978-0812982008
  • ASIN: 0812982002
  • Valoración media de los clientes: 4.0 de un máximo de 5 estrellas  Ver todas las opiniones (4 opiniones de clientes)
  • Clasificación en los más vendidos de Amazon: nº6.357 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Opiniones de clientes

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Por GSA en 10 de febrero de 2015
Formato: Tapa blanda Compra verificada
La calidad del libro no es suprema, pero está ok. El papel parece de periodico. Sin embargo para lo que lo quería que era leerlo perfecto. El libro está bien, sin embargo lo que explica no es una ciencia. Aplica el sentido común a la gestión del tiempo.
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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.
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Comentario A 3 personas les ha parecido esto útil. ¿Esta opinión te ha parecido útil? No Enviando comentario...
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Formato: Tapa dura
Hay libros de Marketing magníficos pero muy complejos, hay “panfletos” de esos que puedes encontrar en las tiendas de cualquier aeropuerto que prometen que doblarás las ventas si haces no sé qué secuencia de obviedades. Y existe una tercera categoría, la de esos libros sencillos de leer pero que te dejan varias semanas pensando. A este último grupo pertenece “Made to stick”, escrito por los hermanos Heath.

En él se analiza con sencillez pero profundidad y muy interesantes ejemplos, qué es lo que convierte a un producto, una idea, en algo tremendamente “pegadizo”. Lo resumen en el acrónimo SUCCES:

Simple (sencillo): El producto o idea debe de poderse describir de una manera sencilla, eliminando detalles superficiales hasta capturar su esencia. La utilización de metáforas y símiles es muy útil para este fin (por ejemplo, podríamos describir la película “Speed” como “La jungla de cristal pero en un autobús” o “Alien” como “Tiburón pero en una nave espacial”). Otro ejemplo sería la visión de lo que para John F. Kennedy era la carrera espacial: “Poner un hombre en la Luna y traerlo sano y salvo antes de acabar la década”.

Unexpected (inesperado): A los seres humanos nos encanta tratar de procesar la información de acuerdo con patrones ya conocidos. Por eso, si somos capaces de sorprender rompiendo esos patrones, el recuerdo de lo que presentamos será mucho más duradero. Por ejemplo, cuando los ejecutivos de Sony anunciaban el “Walkman” como un radiocasete de bolsillo, se rompía la idea de que para reproducir una cinta necesitabas un gran aparato de sobremesa. Eso, resultaba memorable.
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Comentario A 3 personas les ha parecido esto útil. ¿Esta opinión te ha parecido útil? No Enviando comentario...
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Formato: Tapa blanda Compra verificada
Me parece un libro bastante tedioso y aburrido. No entiendo como lo llaman un best seller. No esperéis gran cosa.
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Opiniones de clientes más útiles en Amazon.com (beta) (Puede incluir opiniones del Programa de Recompensas de Opiniones Iniciales)

Amazon.com: 4.7 de un máximo de 5 estrellas 971 opiniones
8 de 8 personas piensan que la opinión es útil
5.0 de un máximo de 5 estrellas Do Your Ideas Gain Traction and “Stick” or Are They Cast Aside? 20 de agosto de 2016
Por Thomas M. Loarie - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Brothers Chip and Dan Heath in their New York Time’s best-selling book, “Made to Stick,” explore the stickiness of an idea. Those of us who spend time in the start-up world marvel at why one idea gains traction and other, seemingly better ideas, fall to wayside. The Heath brothers provide insights on this phenomenon and provide help for those bent on creating ideas that are “sticky.”

“Sticky” ideas are understandable, memorable, and effective in changing thought or behavior. The six underlying SUCCESs principles for making things “stick” are:

• Simplicity – Simple=core+compact. Find and share your core idea; make it simple and profound. “It’s the economy, stupid” (Clinton campaign, 1992) is a great example. The inverted pyramid approach which is used in journalism is a good tool to get your headline.
• Unexpectedness - We need to violate people’s expectations to get them to pay attention. Break existing patterns to get people’s attention. Southwest flight attendants use humor (there are two doors on either side if you need to jump!) to hold attention when giving the pre-flight safety announcement. Humans adapt incredibly quickly to patterns. Consistent sensory stimulation makes us tune out.
• Concreteness – You must help people understand and remember. Don’t use abstractions. Make your core idea concrete. Use common knowledge to make your idea stick. Our greatest villain is the Curse of Knowledge or when we assume everyone knows what we know or shares our unique perspective. We have to see it from the “others” point of view. We forget what other people do not know and slip into “abstractspeak.” Boeing’s criteria for a new plane was not “the best passenger plane in the world” but one that can seat 131 passengers and land on Runway 2-22 at LaGuardia. No ambiguity here.
• Credibility – Help people believe by making sure your idea carries its own credentials. Pass the “Sinatra Test.” Examples offered include “Where’s the Beef?” and Reagan’s “Are you better off today?” Both were credible and resonated as they were based on common shared knowledge.
• Emotional– Make people care by using the power of association, appealing to self-interest, or identity. “People donate to Rokia more than a wide swath of Africa”; “Honoring the Game” versus the use of the word ‘sportsmanship’; “I’m in charge of morale” as stated by a US military cook in Iraq. We must make people feel something to get them to care. We are wired to feel things, not abstractions.
• Stories – Stories get people to act on our ideas. Stories act as a kind of mental flight simulator, preparing us to respond more quickly and effectively. Stories are told and retold because they contain wisdom. The Healths provide what they view are the three basic story plots – the Challenge Plot, The Connection Plot, and the Creativity Plot. Stories can almost single-handedly defeat “The Curse of Knowledge.” I have been involved in a ministry for people in career-transition for over fifteen years. We consistently advise those in-transitions to create stories to highlight their skills and experience when interviewing. It is well understood that interviewers will mostly remember your comportment and more importantly, your stories.

A chapter is devoted to each principle with the authors providing context for clarity and understanding, examples, and tools to guide the development of a “sticky” idea.

The Curse of Knowledge is what escapes most when trying to pitch an idea. It is the natural psychological tendency that consistently gets in the way of our ability to successfully create “sticky ideas” using these principles. Once we know something, we find it hard to imagine what it was like not to know. This knowledge has “cursed” us and makes it difficult to share our knowledge with others. It is because we cannot readily re-create our listeners state of mind. When a CEO discusses “unlocking shareholder value,” there is a tune playing in his head that the employees can’t hear. On the other hand, President John F. Kennedy knew that opaque, abstract missions don’t captivate and inspire people so he concretely challenged the country with “landing on the moon by the end of the decade.”

Throughout the book, the authors present “Idea Clinics” which illustrate how an idea can be made stickier. Example: ”Do smokers really need to understand the workings of the lungs in order to appreciate the dangers of smoking?”

The book itself is “sticky’ filled with stories of normal people facing normal problems who did an amazing thing simply by applying these principles, even if they were not aware that they were doing this. They distinguish themselves by crafting ideas that made a difference.

Do your ideas gain traction and “Stick” or are they cast aside for less important ideas? “Made to Stick” was written for you.
5.0 de un máximo de 5 estrellas An easy-to-use formula on how to identify and create successful, “sticky” and transformative ideas. 8 de enero de 2016
Por C.H.E. Sadaphal - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Some ideas are very “sticky” meaning they are lasting, generative, and convey an important message. A classic example is: “Do onto others as you would have them do onto you.” In Made to Stick, Chip and Dan Heath explain why ideas stick, and provide the reader with a “sticky blueprint.”

Essentially, sticky ideas are never a matter of happenstance, but all share six common traits. With a keen understanding of all six traits, you will be able to produce stickier ideas and subsequently revitalize the way you express yourself and transform those whom you lead with positive results.
Made to Stick empowers anyone with the right insights and the right message to make any idea “stick.”

The book proceeds linearly through the sticky blueprint: the acronym S.U.C.C.E.S. Hence, in order to make an idea sticky it has to be simple, unexpected, concrete, credible, emotional, and tell a story. The peculiars of each trait are explored in comprehensive detail within each chapter. Generally speaking even though this book is 250+ pages, it is a very quick read.

Made to Stick is one of three books written on transformative change by the Heath brothers. The other two books are Switch: How to change things when change is hard and Decisive: How to make better choices in life and work. There are many areas of cross-over between the three selections, and I have derived the most value from each book after considering it in context of all three. Hence, Made to Stick helps you to start your journey with a bold idea that anyone can latch onto. Switch reveals how to materialize that idea into tough environments. Finally, Decisive equips you with the tools to navigate fuzzy terrain in the midst of your path to something revolutionary.
1 de 1 personas piensan que la opinión es útil
3.0 de un máximo de 5 estrellas worth a read 25 de marzo de 2015
Por Tony Rogers Jr - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
Overly long....yes...too many stories...yes....still worth a read ...YES !

A good book about why some ideas catch on and flourish while others never gain traction or quickly die. The book is based on 6 characteristics of what the authors call "sticky" ideas. They are:
1. Simple
2. Concrete
3. Unexpected
4. Emotional
5. Story
6. Credible

I found many of the stories to be informative and did a great job of driving home the authors points. I particularly liked the stories about the "TRUTH" ad campaigns which helped lower smoking among teens and the very successful subway campaign they did with Jared a few years back.

As I mentioned before I feel the book was overly long but still worth a read and note taking. I recommend this book for anyone that has ideas to communicate: Pastors, teachers, parents, managers, leaders, authors, speakers etc.
5.0 de un máximo de 5 estrellas Good insight on the fact that what most of us ... 15 de mayo de 2017
Por JohnStrafer - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
This is an interesting read on how to communicate in a way that is impact-full and memorable. Good insight on the fact that what most of us think we are communicating is not received in the way we think it will be by our audience. Some very unique thoughts on the downsides of "too much knowledge" getting in the way of our message. The book has established a formula of sorts that if followed will make your messages much easier to understand and considerably more influential. Good examples (some are awkwardly dated such as the good sportsmanship of Lance Armstrong and the wonderful story of Subway's Jared Fogel but as long as readers ignore that Armstrong was proven a cheater and Jared a deviant it doesn't impact the book at all) highlight the principles of the authors. Readers could go through this book once as a way to understand the underlying psychology of "sticky" messages then refer back to it as a "checklist" of necessary steps while preparing presentations. So this book is something very seldom found: an academic work that actually has practical use.
5.0 de un máximo de 5 estrellas readings for college courses have been dull and very slow paced 13 de febrero de 2017
Por Amazon Customer - Publicado en Amazon.com
Formato: Tapa dura Compra verificada
(Book) Made to Stick: Why Some Ideas Survive and Others Die
Made to Stick is a true business classic that everyone should try to read by the end of his or her college career. This book was a required text for a marketing course that I took last semester. In the past, readings for college courses have been dull and very slow paced. For that reason, I initially did not want to read this book, but after getting through chapter 2, I was unable to put it down. I ended up reading the rest of the book in one night!

If a highly enjoyable yet educational read sounds appealing, then this is the book for you. Made to Stick has a way of explaining products, marketing, and sales in a way that has never been previously done. Another great thing about this book is its applicability to everyday life. Each chapter has real world examples where an idea/product has either taken off, or fallen flat. The text also goes in depth while not using overly technical marketing vocabulary.

Although it is educational, Made to Stick has a way of putting an interesting twist on every story within the book. Readers will stay engaged from front to back cover while reading Made to Stick. I do not have a single negative thing to say about this book. The book’s well written style and easy to grasp concepts make for a simple yet entertaining read.

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