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版 次:1
页 数:323
字 数:
印刷时间:2010年09月01日
开 本:32开
纸 张:胶版纸
包 装:平装
是否套装:否
国际标准书号ISBN:9780812982008
作者:Chip Heath 著出版社: 出版时间:2010年09月
内容简介
What is that makes urban myths so persistent but many everydaytruths so eminently forgettable? How do newspapers set aboutensuring that their headlines make you want to read on? And why dowe remember complicated stories but not complicated facts? In thecourse of over ten years of study, Chip and Dan Heath haveestablished what it is that determines whether particular ideas orstories stick in our minds or not, and "Made to Stick" is thefascinating outcome of their painstaking research.Packed full ofcase histories and thought-provoking anecdotes, it shows, amongother things, how one Australian scientist convinced the world he'ddiscovered the cause of stomach ulcers by drinking a glass filledwith bacteria, how a gifted sports reporter got people to watch afootball match by showing them the outside of the stadium, and howhigh-concept pitches such as 'Jaws on a spaceship' ("Alien") and'Die Hard on a bus' ("Speed") convince movie executives to investvast sums of money in a project on the basis of almost noinformation. Entertaining and informative by turns, this is afascinating and multi-faceted account of a key area of humanbehaviour. At the same time, by showing how we can all use suchcleverly devised strategies as the 'Velcro Theory of Memory' and'curiosity gaps', it offers superbly practical insights, settingout principles we all can adopt to make sure that we get our ideasacross effectively.
Chip Heath is a Professor of Organizational Behavior in the
Graduate School of Business at Stanford University. His research
examines why certain ideas - ranging from urban legends to folk
medical cures, from Chicken Soup for the Soul stories to business
strategy myths - survive and prosper in the social marketplace of
ideas. His research has appeared in a variety of academic journals,
and popular accounts of his research have appeared in Scientific
American, the Financial Times, the Washington Post, BusinessWeek,
Psychology Today, and Vanity Fair. He lives in Los Gatos,
California. Dan Heath is a consultant at Duke Corporate Education,
one of the world's top providers of executive education. Prior to
joining Duke, he was a researcher at Harvard Business School,
writing 10 cases on entrepreneurship that are used in business
school programmes. Heath is also the co-founder of Thinkwell, a
publishing company dedicated to creating high-quality, multimedia
university textbooks. Dan has an MBA from Harvard Business School.
He lives in Raleigh, North Carolina.