Made to Stick (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
336
Utgivningsdatum
2008-02-01
Förlag
Arrow Books Ltd
Dimensioner
197 x 130 x 20 mm
Vikt
180 g
Antal komponenter
1
ISBN
9780099505693

Made to Stick

Why Some Ideas Take Hold and Others Come Unstuck

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Häftad, Engelska, 2008-02-01
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What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.
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Det finns 1 recension av Made to Stick. Har du också läst boken? Sätt ditt betyg »
  1. Fantastisk bra, tanvärd och användbar bok som...
    Skyhook, 3 december 2013

    Fantastisk bra, tanvärd och användbar bok som innehåller sex handfasta råd med exempel för hur man skall få en idé att "klibba" sig fast på mottagaren. Min är full med understrykningar som jag måste återkomma till.

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Recensioner i media

"Their analysis is peppered with memorable stories, images and facts ... This book is a gift to anyone who needs to get a message across and make it stick" New Statesman "This is great for anyone planning a speech or trying to get their message across at work" Psychologies "The Heaths push beyond what sounds like it should work and explain why it actually does" Time Magazine "... an entertaining, practical guide to effective communication." Publishers Weekly "Smart, lively ... such fun to read" Saturday Guardian

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Övrig information

Chip Heath is a Professor of Organizational Behavior in the Graduate School of Business at Stanford University. His research examines why certain ideas - ranging from urban legends to folk medical cures, from Chicken Soup for the Soul stories to business strategy myths - survive and prosper in the social marketplace of ideas. His research has appeared in a variety of academic journals, and popular accounts of his research have appeared in Scientific American, the Financial Times, the Washington Post, BusinessWeek, Psychology Today, and Vanity Fair. He lives in Los Gatos, California. Dan Heath is a consultant at Duke Corporate Education, one of the world's top providers of executive education. Prior to joining Duke, he was a researcher at Harvard Business School, writing 10 cases on entrepreneurship that are used in business school programmes. Heath is also the co-founder of Thinkwell, a publishing company dedicated to creating high-quality, multimedia university textbooks. Dan has an MBA from Harvard Business School. He lives in Raleigh, North Carolina.