Free Download Made to Stick: Why Some Ideas Survive and Others Die, by Chip Heath Dan Heath
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Made to Stick: Why Some Ideas Survive and Others Die, by Chip Heath Dan Heath
Free Download Made to Stick: Why Some Ideas Survive and Others Die, by Chip Heath Dan Heath
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Über den Autor und weitere Mitwirkende
Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California. Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina. Together, Chip and Dan have written three New York Times bestselling books: Made to Stick, Switch, and Decisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book is The Power of Moments.
Leseprobe. Abdruck erfolgt mit freundlicher Genehmigung der Rechteinhaber. Alle Rechte vorbehalten.
I I N T R O D U C T I O NWHAT STICKS?A friend of a friend of ours is a frequent business traveler. Let’s call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink. He’d just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks—one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered. Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice. He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don’t move. call 911. A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, “Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?” Anxious, he felt around behind him. Sure enough, there was a tube. The operator said, “Sir, don’t panic, but one of your kidneys has been harvested. There’s a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don’t move until they arrive.”You’ve just read one of the most successful urban legends of the past fifteen years. The first clue is the classic urban-legend opening: “A friend of a friend . . .” Have you ever noticed that our friends’ friends have much more interesting lives than our friends themselves? You’ve probably heard the Kidney Heist tale before. There are hundreds of versions in circulation, and all of them share a core of three elements: (1) the drugged drink, (2) the ice-filled bathtub, and (3) the kidney-theft punch line. One version features a married man who receives the drugged drink from a prostitute he has invited to his room in Las Vegas. It’s a morality play with kidneys.Imagine that you closed the book right now, took an hourlong break, then called a friend and told the story, without rereading it. Chances are you could tell it almost perfectly. You might forget that the traveler was in Atlantic City for “an important meeting with clients”—who cares about that? But you’d remember all the important stuff. The Kidney Heist is a story that sticks. We understand it, we remember it, and we can retell it later. And if we believe it’s true, it might change our behavior permanently—at least in terms of accepting drinks from attractive strangers. Contrast the Kidney Heist story with this passage, drawn from a paper distributed by a nonprofit organization. “Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice,” it begins, going on to argue that “[a] factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.” Imagine that you closed the book right now and took an hourlong break. In fact, don’t even take a break; just call up a friend and retell that passage without rereading it. Good luck. Is this a fair comparison—an urban legend to a cherry-picked bad passage? Of course not. But here’s where things get interesting: Think of our two examples as two poles on a spectrum of memorability. Which sounds closer to the communications you encounter at work? If you’re like most people, your workplace gravitates toward the nonprofit pole as though it were the North Star. Maybe this is perfectly natural; some ideas are inherently interesting and some are inherently uninteresting. A gang of organ thieves—inherently interesting! Nonprofit financial strategy—inherently uninteresting! It’s the nature versus nurture debate applied to ideas: Are ideas born interesting or made interesting? Well, this is a nurture book. So how do we nurture our ideas so they’ll succeed in the world? Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference. A biology teacher spends an hour explaining mitosis, and a week later only three kids remember what it is. A manager makes a speech unveiling a new strategy as the staffers nod their heads enthusiastically, and the next day the frontline employees are observed cheerfully implementing the old one. Good ideas often have a hard time succeeding in the world. Yet the ridiculous Kidney Heist tale keeps circulating, with no resources whatsoever to support it. Why? Is it simply because hijacked kidneys sell better than other topics? Or is it possible to make a true, worthwhile idea circulate as effectively as this false idea?The Truth About Movie Popcorn Art Silverman stared at a bag of movie popcorn. It looked out of place sitting on his desk. His office had long since filled up with fake-butter fumes. Silverman knew, because of his organization’s research, that the popcorn on his desk was unhealthy. Shockingly unhealthy, in fact. His job was to figure out a way to communicate this message to the unsuspecting moviegoers of America. Silverman worked for the Center for Science in the Public Interest (CSPI), a nonprofit group that educates the public about nutrition. The CSPI sent bags of movie popcorn from a dozen theaters in three major cities to a lab for nutritional analysis. The results surprised everyone. The United States Department of Agriculture (USDA) recommends that a normal diet contain no more than 20 grams of saturated fat each day. According to the lab results, the typical bag of popcorn had 37 grams. The culprit was coconut oil, which theaters used to pop their popcorn. Coconut oil had some big advantages over other oils. It gave the popcorn a nice, silky texture, and released a more pleasant and natural aroma than the alternative oils. Unfortunately, as the lab results showed, coconut oil was also brimming with saturated fat. The single serving of popcorn on Silverman’s desk—a snack someone might scarf down between meals—had nearly two days’ worth of saturated fat. And those 37 grams of saturated fat were packed into a medium-sized serving of popcorn. No doubt a decentsized bucket could have cleared triple digits. The challenge, Silverman realized, was that few people know what “37 grams of saturated fat” means. Most of us don’t memorize the USDA’s daily nutrition recommendations. Is 37 grams good or bad? And even if we have an intuition that it’s bad, we’d wonder if it was “bad bad” (like cigarettes) or “normal bad” (like a cookie or a milk shake). Even the phrase “37 grams of saturated fat” by itself was enough to cause most people’s eyes to glaze over. “Saturated fat has zero appeal,” Silverman says. “It’s dry, it’s academic, who cares?” Silverman could have created some kind of visual comparison— perhaps an advertisement comparing the amount of saturated fat in the popcorn with the USDA’s recommended daily allowance. Think of a bar graph, with one of the bars stretching twice as high as the other. But that was too scientific somehow. Too rational. The amount of fat in this popcorn was, in some sense, not rational. It was ludicrous. The CSPI needed a way to shape the message in a way that fully communicated this ludicrousness. Silverman...
Produktinformation
Taschenbuch: 336 Seiten
Verlag: Random House Trade Paperbacks (1. September 2010)
Sprache: Englisch
ISBN-10: 0812982002
ISBN-13: 978-0812982008
Größe und/oder Gewicht:
14,2 x 2 x 20,8 cm
Durchschnittliche Kundenbewertung:
4.5 von 5 Sternen
39 Kundenrezensionen
Amazon Bestseller-Rang:
Nr. 716 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Ich bin vor Jahren auf Amazon auf dieses Buch aufmerksam geworden, habe es aber jahrelang nicht gekauft, weil mir die Zielgruppe nicht ganz klar war. Ist dieses Buch nicht nur was für Business people??Dann habe ich es schließlich doch gekauft und war begeistert. In einfachen Worten (Simple!), mit vielen konkreten und glaubwürdigen Beispielen (Concrete, Credible, Storys!), die unsere Gefühle ansprechen (Emotions!), wird erklärt, wie man seine Nachricht beim Ansprechpartner besser verankert. Egal, ob Sie unterrichten, regelmässig Vorträge halten oder ein Unternehmen leiten, jeder findet hier nützliche Hinweise. Und das Buch ist keine Anleitung, wie man Menschen besser manipuliert. Im Gegenteil: es hat einen zutiefst humanistischen Kern.Machen Sie nicht den gleichen Fehler wie ich: warten Sie nicht Jahre, sondern kaufen Sie das Buch jetzt!
Die Brüder Heath beschreiben ihre Methode „SUCESS“, die – in einfacher und sehr zugänglicher Weise – beschreibt, wie man Gedanken oder Inhalte („ideas“) aufbereiten und vorbringen muss, damit der Empfänger sie aufnehmen möchte und sie „ankommen“. Kompakt gesagt geht es darum, dass: What we simply need is a simple, unexpected, concrete, credentialed and emotional story for our ideas to make them stick at the audience.Das Buch ist – natürlich – sehr gut aufbereitet und ist sehr zugänglich. Es „stickt“, macht Spaß und man kann es in einem durchlesen. Man wird persönlich erreicht und die zahlreichen Beispiele aus der Praxis belegen eindrucksvoll die Richtigkeit des Beschriebenen. Ich hatte gehofft, endlich mal eine solche Aufbereitung zu finden, denn das Thema ist von allergrößter Relevanz für das tägliche Arbeiten und Kommunizieren.Chip und Dan Heath sind natürlich Experten im Fach der Vermittlung und das beweisen sie in der Aufbereitung ihres Buches.Der Preis ist sehr moderat und absolut angemessen für Umfang und Qualität.Ich kann dieses Buch sehr empfehlen für Freunde von lebendig geschriebenen Sachbüchern
Why do we remember urban legend stories, chatter about celebrities but hardly can summarize the latest statement of our company's CEO?The brothers Heath present their concept on what separates information which sticks and information that doesn't. It is no surprise that the answer is found in the way information is presented.The book is well structured and full of examples which highlight the various points the authors want us to understand. The most important bit and the point were everything else starts is: simplicity. Boiling down the details to the core is crucial. That core information has to be presented in a way which makes it stick.The chapters following simplicity are: Unexpectedness, Concreteness, Credibility, Emotions and Stories. It obviously is no surprise that one can spell these as SUCCES.In each chapter examples highlight why these elements are crucial, how they can be achieved and what has to be considered to implement them successfully.A final chapter wraps things up and briefly repeats the core elements.I found the book very easy to follow. The examples are well chosen, the book and the chapters are well structured. The authors are writing free of jargon, in a witty and easy to understand language.With sticking examples and clear messages why the different elements are important one can make good use of the "succes" approach. Be it presentations or reports: they certainly can be improved with some elements from the concepts presented here.
I teach English and German and a question I ask myself more often than I'd like to admit to, is: Why don't my students remember that?Why do some trivial things I say more as an afterthought or some funny but ultimately useless vocabulary stick better than the things they actually have to remember?This is not to say that this book eliminated my problems - they still all know what to swirl means after I told them about swirlies but keep forgetting the 3rd person 's' in the present simple - but the book gives clear and understandable guidelines about what makes ideas stickier.With many books I have encountered you get bad examples, the glaring "Thou shalt not!", and then you get a good, yet completely different example.What I need is a toolkit to help me make concepts that are, in and of themselves, not all that breathtaking, more interesting. I can't change the curriculum but I can work on the ways I present what has to be taught.In this respect this book is great because it shows you how to improve existing, unsticky ideas.It's witty without compromising content and insightful without being dull or over-written. If only every useful book were this great a read, too...My biggest question before buying was: Will that be even helpful for teaching?Answer: Yes, definitely.The excerpt from the Washington Post review quoted on the book's front page pretty much sums it up: "Anyone interested in influencing others - to buy, to vote, to learn, to diet, to give to charity or to start a revolution - can learn from this book."
I really enjoyed this book. It was interesting, engaging, and presented ideas well and clearly. A good read if you are looking for freshness when approaching new ideas or re-visiting old ones. Both practical and inspiring.
Der rote Faden durch das Buch zieht sich von Anfang bis zum Ende. Es werden klar die 6 Grundkonzepte für Ideen, Geschichten, Erzählungen udgl. vermittelt, wodurch diese hängen bleiben.Mühselig will ich hier nicht wiederholen, was diese sind - selbst kaufen und nachlesen ;-)
Für Personen, die im Marketing oder in Führungspositionen arbeiten ist dieses Buch sehr zu empfehlen. Ideen effizienter kommunizieren ist das Thema. Es wird aber auch aufgezeigt was man tun kann um negativen Mythen zu begegnen.
- Clear and concise- Main points highlighted with examples- The book practices what it preaches
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