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。
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.
發表於2024-12-23
Made to Stick 2024 pdf epub mobi 電子書 下載
最近混cpa的小組,經常有人問“怎麼報名,什麼時候考試,報名費多少”,就會疑惑怎麼問這麼基礎的東西,後來突然想起當時我也百度瞭好久。這就是“知識的詛咒”——一旦我們知道某樣東西,就會很難想象不知道他時是什麼樣子。所以工程師無法跟顧客溝通;差勁的老師不知道怎麼教...
評分閱讀《讓創意更有黏性》這本書時,有一個觀點讓我印象非常深刻,那就是:“知識的詛咒”。 一旦我們知道某樣東西,我們就會發現很難想象不知道它是什麼樣子。我們的知識“詛咒”瞭我們。對於我們來說同彆人分享我們的知識變得很睏難,因為我們不易重造我們聽眾的...
評分1 所謂粘性,是指你的創意與觀點能讓人聽懂,能被人記住,並形成持久的影響(換言之,它們能夠改變受眾的思想或行為) 2 知識的詛咒:我們一旦知道某事,就無法想象不知道這是的情況發生的原因;我們的知識“詛咒”瞭我們。我們很難與他人分享這些知識,因為我們無法輕易摸透...
評分創意的6個基本要素:簡約(Simple)、意外(Unexperted)、具體(Concrete)、可信(Credible)、情感(Emotional)、故事(Stories) 如果你同時說三件事,就等於什麼都沒說 一個讓你的創意變得更有粘性的好方法: 1)明確你要傳達的主要信息——找到核心 ...
評分前言 讓創意富有黏性(你的創意能被理解和記住,以及具有持久的影響力,以改變受眾的觀點或行為。) 以一個“偷腎”的城市傳說(城市傳說總是以“一個朋友的朋友”或者看似擁有詳實信息的主人公 開頭)入手,提齣然後能夠培養齣使人記住並重述的創意的問題。 再以“電影院爆...
圖書標籤: 思維 設計 職場 社會學 idea communication 如何過目不忘~ 創造力
知識密度不算太大,這類書往往看第一章就夠瞭,後麵的章節純粹為瞭concrete
評分Fun reading - lots of sticky stories, case studies, anecdotes. While those kinds of books usually require practice in real-life to make it live.
評分知識密度不算太大,這類書往往看第一章就夠瞭,後麵的章節純粹為瞭concrete
評分知識密度不算太大,這類書往往看第一章就夠瞭,後麵的章節純粹為瞭concrete
評分Fun reading - lots of sticky stories, case studies, anecdotes. While those kinds of books usually require practice in real-life to make it live.
Made to Stick 2024 pdf epub mobi 電子書 下載