Made to Stick

奇普·希思（Chip Heath）现任斯坦福大学商学院组织行为学教授。现居于加州洛斯加托斯。丹·希思（Dan Heath）奇普·希思的弟弟，杜克企业教育学院咨询师，前哈佛商学院研究员，Thinkwell新媒体教育公司创办人之一。现居于北加利福尼亚罗利市。

出版者:Random House

作者:Chip Heath

页数:304

出版时间:2007

价格:USD 26.00

装帧:Hardcover

isbn号码:9781400064281

图书标签:心理学创意思维Communication设计marketing方法心理

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Editorial Reviews

From Publishers Weekly

Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. 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. (Jan. 16)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." 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. Gail Whitcomb

Copyright © American Library Association. All rights reserved

读后感

前言 让创意富有黏性（你的创意能被理解和记住，以及具有持久的影响力，以改变受众的观点或行为。） 以一个“偷肾”的城市传说（城市传说总是以“一个朋友的朋友”或者看似拥有详实信息的主人公 开头）入手，提出然后能够培养出使人记住并重述的创意的问题。 再以“电影院爆...  

1 所谓粘性，是指你的创意与观点能让人听懂，能被人记住，并形成持久的影响（换言之，它们能够改变受众的思想或行为） 2 知识的诅咒：我们一旦知道某事，就无法想象不知道这是的情况发生的原因；我们的知识“诅咒”了我们。我们很难与他人分享这些知识，因为我们无法轻易摸透...  

用户评价

SUCCESS原则，“知识的诅咒”，都太棒了！

SUCCESS原则，“知识的诅咒”，都太棒了！

: C912.6/H437

SUCCESS原则，“知识的诅咒”，都太棒了！

感觉就是本case study，来来回回例举看到后面觉得好啰嗦。而且一看是2007年的，十年之后的今天营销方案不知道又改变了多少。。