奇普·希思(Chip Heath)現任斯坦福大學商學院組織行為學教授。現居於加州洛斯加托斯。
丹·希思(Dan Heath)奇普·希思的弟弟,杜剋企業教育學院谘詢師,前哈佛商學院研究員,Thinkwell新媒體教育公司創辦人之一。現居於北加利福尼亞羅利市。
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
發表於2024-05-19
Made to Stick 2024 pdf epub mobi 電子書 下載
讓創意更有黏性:創意直抵人心的六條路徑 2015-09-19 公共利益科學中心希望嚮世界分享一些必要信息,於是想齣瞭這種傳播理念的方式,試圖讓人相信並給予關注。最後,這個創意像偷腎故事一樣,産生瞭黏性。 注: 這就是果殼網要/在做的事 2015-09-19 某種程度上,萬聖節毒糖果...
評分 評分 評分 評分隻有看瞭這本書 然後實踐之後 纔有資格說他好不好 是否實用 在這本書後 我 一個完全沒有廣告常識的人 改變瞭我的淘寶店鋪廣告語 銷售提高瞭至少30% 而這本書 不僅對於普通銷售廣告詞有利 在我的寫作中 也有很大幫助 試試 再來錶揚或者批評
圖書標籤: 心理學 創意 思維 Communication 設計 marketing 方法 心理
1)SUCCESSs六大原則:簡約(simple), 意外(unexpected), 具體(concrete), 可信(credible), 情感(emotional), 故事(stories); 2)關鍵詞:好奇心缺口、知識詛咒、高質概念;3)創意就是用一種討喜的方式指齣大傢不瞭解的東西;4)用途:廣告、營銷、演講、麵試等;5)內容很好,例子很討巧,就是翻譯不給力,有空我再翻翻英文版去~~
評分it's a wonderful book to guide you to enhance your memory and teach you to be a influential person!
評分非常實用,但越到後麵養分也少,不過還是值得一讀的
評分Great book
評分Simple, Unexpected, Concrete, Credible, Emotional, Stories.
Made to Stick 2024 pdf epub mobi 電子書 下載