Made to Stick
Why Some Ideas Survive and Others Die
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Made to Stick
Letto da:
Charles Kahlenberg
Acquista ora a 12,95 €
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Letto da:
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Charles Kahlenberg
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Di:
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Chip Heath
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Dan Heath
A proposito di questo titolo
“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post
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 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 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.©2006 Chip Heath and Dan Heath; (P)2007 Random House, Inc.
Recensioni della critica
“Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable—and the Heaths do the telling with beautiful clarity.”—The Christian Science Monitor
“Utterly compelling.”—Los Angeles Times
“Surprising and provocative.”—The New York Sun
“Savvy.”—People
“Fun to read and solidly researched.”—Publishers Weekly (starred review)
“Utterly compelling.”—Los Angeles Times
“Surprising and provocative.”—The New York Sun
“Savvy.”—People
“Fun to read and solidly researched.”—Publishers Weekly (starred review)
Ancora nessuna recensione