Made to Stick de Chip Heath

Date de parution : 09.2010
Format : Broché
Nombre de pages : 336
Résumé : NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive! why others die! and how to improve your idea's chances-essential reading in the "fake news" era. 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. I I N T R O D U C T I O N WHAT STICKS? A friend of a friend of ours is a frequent business traveler. Let’s call him Dave. 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’d just finished one drink when an attractive woman approached and asked if she could buy him another. 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. Then he spotted the note: don’t move. call 911. A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situatio...