File Name: made to stick by chip and dan heath .zip
- Made to Stick: Why Some Ideas Survive and Others Die
- Made To Stick Book Summary Pdf
- Made To Stick PDF
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Made to Stick: Why Some Ideas Survive and Others Die
En lire plus En lire moins. En savoir plus ici. Previous page. Jonah Berger. Robert Bly. Simon Sinek. Luke Sullivan. Ogilvy on Advertising. David Ogilvy. The 22 Immutable Laws of Marketing. Al Ries. Next page. Nir Eyal. Robert B Cialdini PhD. Seth Godin. Chip Heath. A friend of a friend of ours is a frequent business traveler. Dave was recently in Atlantic City for an important meeting with clients.
Afterward, he had some time to kill before his flight, so he went to a local bar for a drink. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks—one for her and one for him.
He thanked her and took a sip. And that was the last thing he remembered. Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice.
He looked around frantically, trying to figure out where he was and how he got there. A cell phone rested on a small table beside the bathtub. He picked it up and called , his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation.
Is there a tube protruding from your lower back? Sure enough, there was a tube. Paramedics are on their way. There are hundreds of versions in circulation, and all of them share a core of three elements: 1 the drugged drink, 2 the ice-filled bathtub, and 3 the kidney-theft punch line.
One version features a married man who receives the drugged drink from a prostitute he has invited to his room in Las Vegas. Imagine that you closed the book right now, took an hourlong break, then called a friend and told the story, without rereading it. Chances are you could tell it almost perfectly. The Kidney Heist is a story that sticks. We understand it, we remember it, and we can retell it later.
Contrast the Kidney Heist story with this passage, drawn from a paper distributed by a nonprofit organization. Good luck. Is this a fair comparison—an urban legend to a cherry-picked bad passage?
Of course not. Which sounds closer to the communications you encounter at work? Maybe this is perfectly natural; some ideas are inherently interesting and some are inherently uninteresting. A gang of organ thieves—inherently interesting! Nonprofit financial strategy—inherently uninteresting! Well, this is a nurture book. Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference.
A biology teacher spends an hour explaining mitosis, and a week later only three kids remember what it is. A manager makes a speech unveiling a new strategy as the staffers nod their heads enthusiastically, and the next day the frontline employees are observed cheerfully implementing the old one. Good ideas often have a hard time succeeding in the world.
Yet the ridiculous Kidney Heist tale keeps circulating, with no resources whatsoever to support it. Is it simply because hijacked kidneys sell better than other topics? Or is it possible to make a true, worthwhile idea circulate as effectively as this false idea? It looked out of place sitting on his desk. His office had long since filled up with fake-butter fumes. Shockingly unhealthy, in fact. His job was to figure out a way to communicate this message to the unsuspecting moviegoers of America.
The CSPI sent bags of movie popcorn from a dozen theaters in three major cities to a lab for nutritional analysis. The results surprised everyone. According to the lab results, the typical bag of popcorn had 37 grams.
The culprit was coconut oil, which theaters used to pop their popcorn. Coconut oil had some big advantages over other oils. It gave the popcorn a nice, silky texture, and released a more pleasant and natural aroma than the alternative oils. Unfortunately, as the lab results showed, coconut oil was also brimming with saturated fat. And those 37 grams of saturated fat were packed into a medium -sized serving of popcorn. No doubt a decentsized bucket could have cleared triple digits.
Is 37 grams good or bad? Think of a bar graph, with one of the bars stretching twice as high as the other. But that was too scientific somehow. Too rational. The amount of fat in this popcorn was, in some sense, not rational. It was ludicrous.
The CSPI needed a way to shape the message in a way that fully communicated this ludicrousness. Silverman came up with a solution. CSPI called a press conference on September 27, All that saturated fat— stuffed into a single bag of popcorn.
Moviegoers, repulsed by these findings, avoided popcorn in droves. Sales plunged. On Stickiness This is an idea success story. The people at CSPI knew something about the world that they needed to share. They figured out a way to communicate the idea so that people would listen and care. And the idea stuck—just like the Kidney Heist tale. No one woke up in an oil-filled bathtub. Your ideas need to stand on their own merits. We wrote this book to help you make your ideas stick.
When we ask people how often they need to make an idea stick, they tell us that the need arises between once a month and once a week, twelve to fifty-two times per year.
Teachers try to convey themes and conflicts and trends to their students—the kinds of themes and ways of thinking that will endure long after the individual factoids have faded. Religious leaders try to share spiritual wisdom with their congregants. Nonprofit organizations try to persuade volunteers to contribute their time and donors to contribute their money to a worthy cause. All of this advice has obvious merit, except, perhaps, for the emphasis on repetition. No urban legend has to be repeated ten times.
Silverman no doubt knows that he should make eye contact and practice. But what message is he supposed to practice? So what message does he share with them? Or think about an elementary-school teacher. She knows her goal: to teach the material mandated by the state curriculum committee. She knows her audience: third graders with a range of knowledge and skills. So the goal is clear, the audience is clear, and the format is clear.
Made To Stick Book Summary Pdf
Ready to learn the most important takeaways from Made to Stick in less than two minutes? Keep reading! Made to Stick explores the exciting science behind ideas, and how some of them survive while some fade into obscurity. Why This Book Matters: Made to Stick explores the exciting science behind ideas, and how some of them survive while some fade into obscurity. The Big Takeaways: The most unexpected first principle of a sticky idea is its novelty.
En lire plus En lire moins. En savoir plus ici. Previous page. Jonah Berger. Robert Bly.
Made To Stick PDF
This is a very useful book for the students of Psychology. Made to Stick by Chip Heath and Dan Heath pdf free download without user registration, No any redirect simple one click download Just click the green download button to get the book. Download Book Please make a comment if link is not working for you. I appreciate your valuable comments and suggestions.