| ||||||||||||||||||||||||||||||||||||||||||||||||
Product Details
Would you like to update product info or give feedback on images?
|
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
211 of 227 people found the following review helpful:
5.0 out of 5 stars
Valuable insights for marketers, advertisers and sellers,
Amazon Verified Purchase(What's this?)
This review is from: Made to Stick: Why Some Ideas Survive and Others Die (Hardcover)
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.
192 of 208 people found the following review helpful:
5.0 out of 5 stars
"Do it yourself" consulting: Crafting memorable messages with integrity,
By Amy Tiemann "creator of www.MojoMom.com" (North Carolina, USA) - See all my reviews (VINE VOICE) (REAL NAME)
This review is from: Made to Stick: Why Some Ideas Survive and Others Die (Hardcover)
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.
26 of 26 people found the following review helpful:
5.0 out of 5 stars
A must-read on communication,
This review is from: Made to Stick: Why Some Ideas Survive and Others Die (Hardcover)
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
Share your thoughts with other customers: Create your own review
|
|
Tags Customers Associate with This Product(What's this?)Click on a tag to find related items, discussions, and people.
|
|
This product's forum
Active discussions in related forums
Search Customer Discussions
|
Related forums
|
|
|
|
|
