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Made to Stick: Why Some Ideas Survive and Others Die

Unabridged Audiobook

Written By: Dan Heath, Chip Heath

Narrated By: Charles Kahlenberg

Publisher: Random House (Audio)

Date: January 2007

Duration: 8 hours 30 minutes

Summary:

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.

Genres:

  • Adan R

    Marketing 1.0.1. Great to improve communication overall

  • Linda Cockburn

    Listened twice. Dense engaging info. learnt a great deal!

  • Thomas Mashapa

    It took me 2 weeks to listen to an 8 hour audiobook because I couldn't resist pausing, rewinding & jotting down notes, especially whenever Charles Kahlenberg, an excellent narrator, says "...the punchline..." after explaining each principle for making an idea stick. This was a great audiobook experience as a first timer...a very insightful & thought provoking book, "Made To Stick" by Chip & Dan Heath.

  • Donnie Tuttle

    Highly, HIGHLY recommend! Anyone in business, sales, or speaking needs this. Great narration too. A must read!!

  • marco britti

    Great book!! If you are in marketing its a must read!

  • Nick Walters

    This is a great balance between wonkish facts and studies and white papers with a bevy of diverse applications. I bought the book so I could go back and highlight my favorite passages.