内容简介
Mark Twain once observed, “A lie can get halfway around theworld before the truth can even get its boots on.” His observationrings true: Urban legends, conspiracy theories, and boguspublic-health scares circulate effortlessly. Meanwhile, people withimportant 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 improvethe chances of worthy ideas? In Made to Stick, accomplishededucators and idea collectors Chip and Dan Heath tackle head-onthese vexing questions. Inside, the brothers Heath reveal theanatomy of ideas that stick and explain ways to make ideasstickier, 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 ofall kinds–from the infamous “kidney theft ring” hoax to a coach’slessons on sportsmanship to a vision for a new product at Sony–drawtheir power from the same six traits.
Why do some ideas thrive while others die? And how do we improvethe chances of worthy ideas? In Made to Stick, accomplishededucators and idea collectors Chip and Dan Heath tackle head-onthese vexing questions. Inside, the brothers Heath reveal theanatomy of ideas that stick and explain ways to make ideasstickier, 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 ofall kinds–from the infamous “kidney theft ring” hoax to a coach’slessons on sportsmanship to a vision for a new product at Sony–drawtheir power from the same six traits.