- Tapa dura: 336 páginas
- Editor: Random House Inc; Edición: New. (1 de enero de 2007)
- Idioma: Inglés
- ISBN-10: 1400064287
- ISBN-13: 978-1400064281
- 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: nº77.925 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
Made to Stick: Why Some Ideas Survive and Others Die (Inglés) Tapa dura – ene 2007
|Nuevo desde||Usado desde|
Los clientes que vieron este producto también vieron
Descripción del producto
Reseña del editor
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 public-health scares circulate effortlessly. Meanwhile, people with important ideas business people, teachers, politicians, journalists, and others struggle to make their ideas stick.
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In "Made to Stick," accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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.
In this indispensable guide, 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 "is a book that will transform the way you communicate ideas. 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."
Biografía del autor
Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California.
Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina.
No es necesario ningún dispositivo Kindle. Descárgate una de las apps de Kindle gratuitas para comenzar a leer libros Kindle en tu smartphone, tablet u ordenador.
Obtén la app gratuita:
Detalles del producto
¿Qué otros productos compran los clientes tras ver este producto?
Opiniones de clientes
Principales opiniones de clientes
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.Leer más ›
"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.Leer más ›
Opiniones de clientes más útiles en Amazon.com (beta)
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.
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.
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
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.
I called the process Directed Thinking, successfully presented my research before the National Board of Cognitive Behavioral Therapists, and got a trademark. BUT THE NAME WAS NOT CATCHY. The second mistake was letting my publisher use the title DEPRESSION IS A CHOICE. What I meant was that people had a choice TO GET OUT OF Depression but many people were insulted because they thought I was saying they chose TO GET depressed in the first place, and I wasn't around to explain when a prospective reader picked up the book at Borders. But I think I got Heath's message loud and clear. My second book is called BRAINSWITCH OUT OF DEPRESSION!
The authors of this book define a sticky idea as one that is communicated in a way that other people listen and care. Before you can do that, though, you need to know why it's so hard to do.
The authors suggest that one reason is "The Curse of Knowledge" which they define this way: "Once we know something, we find it hard to imagine what it's like not to know it." The Curse of Knowledge leads us in the direction of more abstraction and fewer stories, which make our communications less likely to stick.
The authors identify six key qualities of an idea that will make it sticky
They call the first quality simplicity. The idea is that you must identify your core message. This is the weakest section of the book. When the authors say, "simplicity" they don't necessarily mean "something that's simple." They really mean "core message," the most important single thing about your message and the only thing you should concentrate on getting across.
Alas, even with exercises, the authors don't do a good job of defining what this is. There is good advice here, but I still decided to think of "core" message as "topic sentence" and find help defining it in other books.
The core advice of the book is: "Identify your core message and then use the other five qualities as a kind of checklist to help you improve your message's stickiness." Here are the five checklist qualities.
Unexpectedness. You capture people's attention by breaking the pattern they expect. The authors spend a lot of time on this and leave out other methods of capturing attention like mentioning the name of the person or the group they belong to in the headline. As one guru has said, "You can increase the sales of a book dramatically by adding the words 'for women' to the title." Of course, if your audience is police officers, you would want to add "for police officers."
Concreteness. Use concrete examples and language. Our brains are wired to remember concrete examples. When I give a speech, folks may write down the statistics and lists, but they remember the examples.
Credibility. The kind of proof that people are likely to believe.
Emotional. For people to take action, they have to care, so you have to enrich your message with emotion.
Stories. Stories are the way that human beings have passed along both knowledge and lore since we crawled out of caves. Stories are where you bring together the other checklist qualities. The authors identify three basic plots that create sticky stories.
The bottom line for me is that after reading the book, I have specific knowledge tools that I can apply to my writing and marketing messages that will make those messages better.