- Audible Audio Edition
- Listening Length: 8 hours and 37 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: Random House Audio
- Audible.com Release Date: December 18, 2006
- Whispersync for Voice: Ready
- Language: English
- ASIN: B000MGBNM6
- Amazon Best Sellers Rank:
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Made to Stick Audiobook – Unabridged
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~I recommend this book if you are a seller, brander, marketer, speaker, teacher, entertainer, start-up business, established business, parent, or simply the kind of person who never seems to get your point across in a memorable way. This is a practical, useful book, at least for those of us that lack the type of thinking and understanding that these kind of professionals have.
~My thanks to the authors Chip and Dan Heath and the publisher, Arrow Books.
An additional reason to read this book lies in its essence as a modern day "handbook of rhetoric" geared to current or aspiring managers, public policy analysts, journalists, designers, film directors and the like----namely those seeking to have their ideas be understood, remembered and have lasting impact.
Interestingly, the authors express in their introduction that "given its importance, it is surprising how little attention has been paid to this subject." Those who have the inclination to investigate this question further might consult works such as "The Ong Reader" that go into the historic emphases on dialectic vs. rhetoric and the latter's increasing importance today.
Fortunately, the Heath brothers cite such sources as Eric Havelock regarding the ancient oral tradition and memory. They mention "stories passed down by word of mouth" and the various aspects that make related ideas memorable. Using their "SUCCES" framework, the authors present many practical tips and examples. More specifically, ideas that stick are simple (S), unexpected (U), concrete (C), credible (C), emotional (E), and are associated with a story (S).
One might also examine this work along side "theories of communication" and consider the ways that the SUCCES factors correspond with the elements of classical rhetoric as described by Marshall and Eric McLuhan.
Look at this book for a "crash course" in learning an updated rhetoric for today (and for those who want a more comprehensive view also consult the other sources mentioned above to tie back to classic forms) for enlightening, entertaining, and moving to action.
Packed with insight for anyone in marketing, sales, or just if you want to write and convey your message in ways that people will remember. It is packed with usable and credible examples.
I especially like the example of the woman journalist who, on her first day of journalism school was asked to write an opening paragraph for the school newspaper. The facts were that all the teachers were going to a conference next Thursday, and the conference was in ..., and the conference was all day and they were going to learn xxxx. After writing her opening paragraph the teacher came to her and said, "you really missed it. The lead of the story is 'There is no school on Thursday'" Point being, understand your audience.
I don't know about you, but I learn best through stories, and this is so well written it is a pleasure to read.