Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath.

By: Heath, Chip [author.]Contributor(s): Heath, Dan, 1973- [author.]Material type: TextTextNew York : Random House, c2007©2007 Edition: First editionDescription: 291 pages ; 22 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 1400064287Subject(s): Social psychology | Contagion (Social psychology) | Context effects (Psychology)LOC classification: HM1033 .H43 2007Online resources: Table of contents Table of contents only | Publisher description Publisher description | Contributor biographical information Contributor biographical information | Table of contents Table of contents only | Publisher description Publisher description | Contributor biographical information Contributor biographical information
Contents:
Introduction: What sticks? -- 1. Simple -- 2. Unexpected -- 3. Concrete -- 4. Credible -- 5. Emotional -- 6. Stories -- Epilogue: What sticks.
Summary: 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? Educators and idea collectors 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." In this fast-paced tour of success stories (and failures), 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. This book that will transform the way you communicate ideas.--From publisher description.
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Books MEF Üniversitesi Kütüphanesi
Genel Koleksiyon HM 1033 .H43 2007 (Browse shelf (Opens below)) Available 0003775

Includes bibliographical references (pages [259]-276) and index.

Introduction: What sticks? -- 1. Simple -- 2. Unexpected -- 3. Concrete -- 4. Credible -- 5. Emotional -- 6. Stories -- Epilogue: What sticks.

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? Educators and idea collectors 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." In this fast-paced tour of success stories (and failures), 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. This book that will transform the way you communicate ideas.--From publisher description.

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