出版社: Random House Audio
副标题: Why Some Ideas Survive and Others Die
出版年: 2007-01-09
页数: 7
定价: CAD 35.00
装帧: Audio CD
ISBN: 9780739341346
内容简介 · · · · · ·
Mark 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 public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do ...
Mark 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 public-health scares circulate effortlessly. Meanwhile, people with important 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 improve the chances of worthy ideas? In Made to Stick , accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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.”
In this indispensable guide, 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 is a book that will transform the way you communicate ideas. 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 prejudice. Provocative, 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.
From the Hardcover edition.
Made to Stick的创作者
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奇普·希思 作者
作者简介 · · · · · ·
奇普 希思(Chip Heath),斯坦福大学商学院组织行为学教授。与丹 希思共同著有全球畅销书《决断力》(Decisive)。
丹 希思(Dan Heath),杜克大学社会企业发展中心高级研究员,前哈佛商学院研究员,Thinkwell(思睿)新媒体教育公司创办人之一。
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Made to Stick的书评 · · · · · · ( 全部 131 条 )
让创意更有黏性——怎么推
一把打开创意之门的钥匙
这篇书评可能有关键情节透露
作为广告人或营销人,我们都希望自己的创意能黏住消费者,成为广为传诵的经典案例。 那么具有黏性的创意,是否具有某些关键特征?美国的奇普·希思和丹·希思在《行为设计学——让创意更有黏性》一书里指出,有黏性的创意,具有六大共性原则。 原则一:简单(simplicity) 简单... (展开)论坛 · · · · · ·
在这本书的论坛里发言这本书的其他版本 · · · · · · ( 全部9 )
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中信出版社 (2014)8.1分 1557人读过
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中信出版社 (2010)7.8分 1410人读过
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中信出版社 (2007)7.8分 672人读过
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中信出版社 (2018)8.0分 493人读过
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谁读这本书? · · · · · ·
二手市场
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- 在豆瓣转让 有25人想读,手里有一本闲着?
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0 有用 宝宝TWO 2021-10-02 20:39:40
故事,核心中的核心
0 有用 宝宝TWO 2021-10-02 20:39:40
故事,核心中的核心