Made to Stick
The Heath brothers, Chip and Dan, have a new book coming out next month called Switch: How to Change Things When Change Is Hard, and if it's anywhere near as good as their first effort, it will be one of the most important books of 2010. Their first book was Made to Stick: Why Some Ideas Survive and Others Die, which 800-CEO-READ named the business book of the year in 2007 and Jack and Todd named one of the One Hundred Best Business Books of All Time. And it is Made to Stick that we have for you today.
"We wanted to take apart sticky ideas—both natural and created—and figure out what made them stick."
Made to Stick page 12
Why do blatantly untrue urban legends and conspiracy theories spread so rapidly, while information vital to us, our education, health and well-being can have such a hard time getting traction? It is a question that Chip and Dan answer in Made to Stick, and while doing so, they give you the tools to help your idea stick and spread.
The book spawned from the confluence of a course Chip had taught at Stanford, "How to Make Ideas Stick?," and the work Dan was doing with his start-up publishing company, Thinkwell, trying to figure out how to best build a textbook using video and technology rather than paper and ink. After coming to the realization that they were both really studying the same thing, they pooled their considerable talents together and identified six principles of sticky ideas. They are: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions and Stories. And that is the simple, concrete and credible base of their book... one which is filled with unexpected and sometimes emotional stories. See what they did there?
Their book is also the ultimate proof in the pudding of their ideas, as it certainly sticks in the minds of those that read it. And, whether you're a parent trying to break through to your child, a teacher trying to reach a student, a marketer trying to reach a prospective customer or an employee trying to engage your boss, you would benefit from absorbing their book and, instead of bouncing ideas off these people, make them stick.
Mark Twain is quoted on the book jacket, observing that "A lie can get halfway around the world before the truth can even get its boots on." With Dan and Chip's help, you can not only get the boots on your idea, you can get it running.
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