Made to Stick: Why Some Ideas Survive and Others Die

Made to Stick: Why Some Ideas Survive and Others DieWhen I have enough money to buy books again, I m planning to build a marketing and communications library It will consist of three books The Tipping Point by Malcolm Gladwell, Influence by Robert Cialdini, and this book, which is maybe the one of the three that knocked me on my butt most often as I was reading it.The adorable Heath brothers check out their nerdy preppy hottitude on the back cover are Chip, a Stanford business professor, and Dan, an education and new media consultant in NC This book examines why certain stories, marketing ploys, teaching methods, lesson plans, public service announcements, and other forms of communication succeed and others fail For example, why is a lurid but absurd urban legend so much easier to remember than the highly worthy and well supported mission statement of a nonprofit The book breaks down into six components the qualities an idea needs to have in order to stick to be remembered by people and influence their behavior The Heath Bros do a great job practicing what they preach the book is clear, engaging, and packed with wonderful and memorable anecdotes and examples The Shark Attack clinic is an instant classic I also loved their discussions of effective and ineffective anti smoking and anti littering ads.This book will be highly useful to any entrepreneur, parent, pastor rabbi, teacher, advertiser, CEO, or other communicator who needs to get his or her point across. Great book on how to make the core message you want to deliver remembered How to formulate it so that it sticks in the minds of the listeners The core idea is that in order for a message to be sticky it has to combine these 6 characteristics 1 Simple 2 Unexpected 3 Credible 4 Concrete 5 emotional 6 StorySUCCES without the extra S spelling success The authors tell very engaging stories on each of their success factors.I think this is a great book for consultants One of their main jobs is to communicate ideas, so this is integral. I came upon this book in a convoluted fashion It was nearly recommended to me in a round about sort of way by Richard, a GoodReads friend, when he pointed to a review of Blink by someone else on GoodReads who is some sort of expert in the field although, I have to admit I m still not totally sure which field that is The expert felt Gladwell was a little too simplistic I enjoyed Gladwell s books very much and so was keen to see what made them seem too simplistic to someone in the field and what a book they would recommend as not being too simplistic would be like I was surprised, then, when this one started by praising Gladwell s The Tipping Point.This is a very interesting book There is no question that this book would be very useful if you are a teacher or a journalist it shows how stories are better than lists of facts and statistics and shows how structuring your message around concrete examples that are directly relevant to the needs of your audience is going to make your audience muchinterested in what you have to say This all sounds far too familiar and far too simple but actually, the book is remarkably good at breathing new life into these near clich s The problem is that everyone knows things like KISS Keep It Simple Stupid but no one ever bothers following this advice, mostly because it is given as abstract advice some idiot talking about the KISS Principle rather than in good, clear examples in ways that are designed to make the lesson stick.Many of the stories in this book I had heard before, in fact, manyof the stories in this book than in any of Gladwell s books, but they are told not so much to get you to drop your jaw in surprise, which does seem to be Gladwell s gift even when I don t agree with him, but rather to instruct,The clever thing they do in the book is to use lots of stories from not for profit organisations that are seeking to get their message across stories not just about people making money and how these organisations have been creative in attracting the attention of their potential audience The point that is made over and again is that it really has nothing to do with being creative, it is about knowing what the rules are that make a good story a story that is directed at illuminating your key message.That is another thing that I learned in this book that there should be one message, not three, that if you have three main messages no one will remember any of your messages At the start of this book I was worried that it might turn out to be a standard American Self help book as it did have that kind of smell about it But it redeemed itself nicely The advice is the kind of advice one can never hear too frequently about the benefits of keeping a message simple and direct It is not about dumbing down the message, it is about making the message clear And there is a hell of a difference between those two.Like a good self help book there is even a crappy acronym, which in this case is SUCCES 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 Credibility give an idea believability Emotion help people see the importance of an idea Stories empower people to use an idea through narrative But crappy acronyms can be sadly underrated and this one worked well at structuring the book and in summarising the message I ve stolen the dotpoints from here This is, in fact, a very good book and the sort of book that anyone who tends towards corporate speak should be forced to read well, forced to read after they have been sent to a re education camp for due punishment for six months I m thinking along the lines of bamboo under fingernails or perhaps waterboarding before Obama bans it If you are afraid that you might make PowerPoint presentations that are just like everyone else s and that idea sends a shiver down your spine this book is for you.I ve been rather lucky lately, I ve found a string of fascinatingly interesting books Enjoy Perhaps it was because this book came highly recommended from a reliable source, but I was greatly disappointed This book was a redundant snooze The ultimate test, I suppose, is whether the ideas from this book do, in fact, stick It suffices to say that enjoyability is NOT on the list of what makes an idea stick It s quite clear that the authors are doing their utmost to follow their own advice That this makes the book almost unreadably repetitive is possibly an argument against the book s worth On the other hand, if the ideas in the book stay with you, then their premise that beating you over the skull with a blunt object is the best way to make ideas stick may be both accurate and demonstrable Don t get me wrong I wanted to like this book It just read so much like a boring textbook for college freshmen that it was often hard to stomach Of course, this could just be a mismatched audience gripe If you re a clueless corporate advertising wannabe, this book will probably be right up your alley Or if you re teaching a course on advertising or communication, your students might get something out of it If you re actually into what makes ideas stick, why not pick something a littlerigorous, perhaps on memetics I recommend Susan Black s Meme Machines or Richard Brodie s Virus of the Mind For thephilosophically inclined, Dan Dennett s Darwin s Dangerous Idea might also be a lot of fun. The book Made to Stick Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath Chow, is about how to make your ideas memorable be it promoting a product project, being a professional, forwarding a company s strategy or lessons to students Everything revolves around the SUCCESS methodology For an idea to stick, for it to be useful and lasting, it s got to make the audience Pay attention UnexpectedUnderstand and remember it ConcreteAgree Believe CredibleCare EmotionalBe able to act on it Story Made to Stick is a book that stands as proof of how to apply the suggestions in it, if you get as it is written with many stories as examples, with simple language, and without long and pompous paragraphs And with occasion, I will tell you a lesson taken from the book it s written in the inverted pyramid style.This is a type of book I would recommend to anybody Update 2 Yep Still recommending it I Update 1, at the halfway point five stars already.I want to read this book twice, at least This will directly change how I write, present, think, create and make things I know I need to keep experimenting to make my communicationmemorable,meaningful, and I ll be playing with many of the techniques described here A few key points that I want to experiment with in my own work If you ve asked somebody to remember three things, you ve asked them to remember nothing I need to simplify messages to ONE key element I will use this when writing Voice Tone guidelines for clients Use mystery to open a knowledge gap for people It keeps people glued to the end if you ve activated their curiosity it s why people stick around to finish even bad movies they need to know how it ends So, can you open a piece by asking a question Can you start a presentation by asking how somebody would approach a certain problem Can you pace content with clues and reveals Make examples concrete Use physical objects and demonstrations Heck, create a physical installation art piece instead of a powerpoint presentation Help people to experience, touch and see your idea, make it UNabstract, to make it memorable There s an an amazing story of HP pitching Disney by creating a walkthrough pop up museum that showcased HP technology in use at a Disney park INSTEAD of creating a powerpoint presentation.Boil down goals to simple, concrete statements Sony wanted to make a pocketable radio long before radios were pocket sized, and they said so in those words It motivates legions of engineers JFK s put a man on the moon by the end of the decade statement instead of prove our superiority in long distance transportation technology over the blah blah blah To kill corporate blah, you need to mention specific objects, nouns, locations, timespans Think Aesop s Fables simple stories, simple messages, starring animals performing tasks They ve endured for millennia because there is nothing remotely abstract about them.What I m learning so far Kill the abstract Get concrete Choose ONE message, not several I m really excited to keep pushing myself to write present think better using these techniques There is especially a lot here for when you want to motivate internal teams, launch projects, influence a company culture, all of which are skills I want to be better at I m halfway through the book expect another update soon. I don t know why I m surprised at my 5star rating I was recommended this book by multiple people, including the professionals of Goodreads The final nail on the coffin was when my Dad just handed me this book saying, You know for a Doctor, you should really read this book Way to go Dad That s what did it He throws in that doctor word in there and I m eating from the palm of his hand But on a serious note, this book was enlightening to me on so many levels Not only did I resonate with it from the perspective of a new healthcare professional but also as an individual who loves to learn new things Further, the authors of the book have made the premise very appealing to anyone As a doctor, I face the challenge of selling harder yet healthy ways of life to my patients everyday With the advent of the internet, it has making my job harder and harder It is much easier now for people to have preconceived notions about their health and treatment plan before I ever see them Something as simple as vaccinations now has become this hazy and controversial topic I completely see now after reading this book how an idea can infiltrate a nation of individuals seamlessly Overall, I would recommend this book to anyone who wants to broaden their horizons It will make you question a lot of things you hear and see It will definitely make you reconsider how you present your thoughts and ideas to someone else I hope you like it as much as I did This was pretty good Made to Stick was concrete, useful, understandable and to the point The authors did a good job of structuring their material by setting up their formula for sticky ideas and then dedicating a chapter to each ingredient They finished by having a chapter dedicated to symptoms problems and antidotes ways to solve them And these were very close to real life, the troubles questions that a lot of their readers surely have, so it s definitely helpful.I appreciated that Chip Dan Heath included lots of real world examples in the chapters ideas, slogans, quotes, advertisements, proverbs etc and analyzed their success or failure This brought the ideas down to earth, made it easy to see what the authors mean.It wasn t mind blowing or anything, but I do highly recommend it. from my blog, thesunrising.comSummary When marketing anything, keep these six concepts in mind if you want your message to shtick Simple, Unexpected, Concrete, Credible, Emotional, Stories yes, my friends, that spells SUCCESs If it sounds like too much work, these two concepts also work Free, Sex noooo, that s not in the book but it works I tell you.Recommended Si It s a quick, fun read full of interesting anecdotes and examples that make the book s messageconcrete a hem If you re never going to pick it up, at least read a breakdown of the six principles on the book s website.One ish liners for each of the six principles Simplicity boil it all down to the core message you want people to walk away with.the one thing they should know do the key takeaway.the essence of your point the singular okay, I ll stop Unexpectedness generate interest and curiosity by being counter intuitive or using surprise some other technique Oh, and you should send me money see that s called surprise Concreteness explain ideas in terms of human actions, in terms of sensory information people think in pictures, so paint a picture For example, I m sitting at my desk in my room typing this on my Dell laptop, sipping water and eating green curry chicken over rice If you make it to the end of this post, I bet you ll remember what I ate, but you won t remember all six principles Credibility it s only what is said because of who says it make sense If you can t get a spokesperson Oprah , be vividly detailed sticky ideas have to carry their own credentials Emotions get people to care about your idea by evoking a feeling around your idea, and keep in mind that we are wired to feel things for people, not for abstraction You make me happy by reading this blog post Don t you feel happier knowing that, mom Stories wrap the idea with context and it ll be remembered as associated with that context sometimes, analogies work great here as they ground the idea in a story or context folks are familiar with analogies also allow you to check off simple and concrete for example, my blog is the Pinto of the blogosphere says a lot about my blog And me, unfortunately Key takeaways Think about what YOU would respond to if YOU were your target audience make sense First this means understanding the frame of mind perspective of your target audience note this is HARD Then, it s asking questions like what would make me take notice Throw off what the authors affectionately refer to as the Curse of Knowledge corny, but true and go from there How does your target audience views the world What s important to them Which raises some good questions who are you people And what s important to you Make ideas interesting in some way shape form Sounds incredibly obvious but it s in fact hard to do think of all the crap advertising you see these days clearly, if it were interesting it wouldn t be crap I ll bet you had a hard time remembering explicit crap ads precisely because they were crap Playing into people s curiosity can be a powerful way to make things interesting guess what color boxers I m wearing When pitching something, emphasize benefits, not features people want to know what s in it for them self interest , or how what you re offering supports something they believe in identity If you can nail both, you ve got a winner this whole organic craze, for example Final excerpt from the book For an idea to stick, for it to be useful and lasting, it s got to make the audience 1 Pay attention 2 Understand and remember it 3 Agree Believe 4 Care 5 Be able to act on it 6 Think free Or sex Or both.Okay, without looking, what are the six principles And what did I eat And how much money are you sending me NEW YORK TIMES BESTSELLER The Instant Classic About Why Some Ideas Thrive, Why Others Die, And How To Improve Your Idea S Chances Essential Reading In The Fake News EraMark 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 News Stories Circulate Effortlessly Meanwhile, People With Important Ideas Entrepreneurs, Teachers, Politicians, And Journalists Struggle To Make Them Stick In Made To Stick, Chip And Dan 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 Along The Way, 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 Will Transform The Way You Communicate 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 PrejudiceProvocative, 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

Chip Heath is the professor of Organizational Behavior in the Graduate School of Business at Stanford University.He received his B.S degree in Industrial Engineering from Texas AM University and his Ph.D in Psychology from Stanford.He co wrote a book titled

❰Read❯ ➬ Made to Stick: Why Some Ideas Survive and Others Die Author Chip Heath –
  • Paperback
  • 323 pages
  • Made to Stick: Why Some Ideas Survive and Others Die
  • Chip Heath
  • English
  • 10 August 2017

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