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Made to Stick: Why Some Ideas Survive and Others Die


"In this useful, engaging resource, the authors, who are also Fast Company columnists, deconstruct how to make proposals and stories memorable, resonant, and effective. They've bundled the tenets of stickiness into one easy-to-remember acronym: SUCCESS, or rather, SUCCES: simple, unexpected, concrete, credible, emotional, and story."

"This book deserves to be on the best-seller list all next year and, as an added bonus, Chip Heath is my candidate for the next Malcolm Gladwell. Of course, the future is impossible to predict, but you really owe to yourself to buy the book and to hear Chip talk about it."

"So Made to Stick takes the existence of sticky ideas as a given, focusing instead on their mechanics: What makes an idea sticky and, more specifically, how can you, the reader, craft stickier ideas? As a result, while the book is, the authors write, inspired by Gladwell's tale, it also borrows from the more practical, how-to style of a business classic such as Stephen Covey's The Seven Habits of Highly Effective People."

  • Guy Kawasaki, co-founder and managing director of Garage Technology Ventures
"My prediction for Made to Stick: Why Some Ideas Survive and Others Die is that it will join The Tipping Point and Built to Last as a must-read for business people. The book explains why some ideas stick and some don't--and I've been on both sides of this equation. A warning though: If you read this book, you'll revamp a lot of your marketing material (as you probably should)."

  • Tim Berry, President and founder of Palo Alto Software co-founder of Borland International teacher of entrepreneurship
"It's an excellent book. This is in no way a substitute for reading the whole book -- very interesting to read, very entertaining, as well as important"

"They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership."

"This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs."

"MADE TO STICK is absolutely the breakthrough business book of 2007 for creatives, marketers, and anyone else responsible for communicating ideas and/or messages. (Anyone else includes writers, teachers, lawyers, salespeople, project managers, pastors, rabbis, etc.) Brilliant book. Get it. Read it. Do it."

"Why some ideas gain traction while others fade from view"

"Genuine or bogus, concepts and products resonate with authenticity and gain acceptance because of a perception of their legitimacy. The Heaths explain why emotion and simplicity are vital components of successful persuasion"

"The book is entertaining, easy to read and uses tons of useful examples. Highly recommended if you ever want to sell or market anything."

"A fantastic resource for anyone who needs to clearly communicate anything. Probably my top business book of 2007. A must read."

"Consider this the marketing tome of 2007. The Heaths provide a manageable list of must-dos for any marketer that wants his or her message to be memorable and longlasting."

http://www.fastcompany.com, Fast Company February 15, 2008, article: "The Best Business Books of 2007"

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