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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Chip and Dan Heath's book: "Made to Stick: Why Some Ideas Survive and Others Die"
This complete summary of the ideas from Chip and Dan Heath's book "Made to Stick" explains what 'sticky' ideas are: ideas that are highly memorable and exceptionally long-lasting in their impact. In this useful summary, you will find an analysis of some of the most successful sticky ideas of the past, along with a checklist of the six main principles at their core. This book provides you with all the information you need to make your product memorable and to make your own ideas stick.
Added-value of this summary:
• Save time
• Understand the key concepts
• Increase your business knowledge
To learn more, read the summary of "Made to Stick" and discover how to make your ideas impossible to forget!
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Seitenzahl: 40
Veröffentlichungsjahr: 2013
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Book PresentationMade To Stick by Chip Heath and Dan Heath
Summary of Made To Stick (Chip Heath and Dan Heath)
Book PresentationMade To Stick by Chip Heath and Dan Heath
Book Abstract
MAIN IDEA
“Sticky” ideas are those which are highly memorable and exceptionally long-lasting in their impact. Everyone in business would like to develop ideas that are sticky, as would most parents when they are attempting to teach values to their children. So what exactly is it that makes an idea sticky in the first place?
While there are no hard-and-fast formulas for developing a sticky idea, there is a short checklist of six principles which most of the successful sticky ideas of the past have tended to use:
“This is an idea success story. Even better, it’s a truthful idea success story. We wrote this book to help you make your ideas stick. By ‘stick’, we mean that your ideas are understood and remembered, and have a lasting impact- they change your audience’s opinions or behavior. When we ask people how often they need to make an idea stick, they tell us the need arises between once a month and once a week. For managers, these are ‘big ideas’ about new strategic directions and guidelines for behavior. Teachers try to convey themes and conflicts and trends to their students. Columnists try to change readers’ opinions on policy issues. Religious leaders try to share spiritual wisdom with their congregants. Nonprofit organizations try to persuade volunteers to contribute their time and donors to contribute their money to a worthy cause. Give the importance of making ideas stick, it’s surprising how little attention is paid to the subject.”
– Chip Heath and Dan Heath
About the Author
CHIP HEATH is a professor of organizational behavior in the Graduate School of Business at Stanford University. His research focuses on why some ideas survive and ultimately thrive in the broader marketplace of ideas. Dr. Heath’s articles have appeared in Scientific American, the Financial Times, The Washington Post, Business Week, Psychology Today, and Vanity Fair. He is a graduate of Texas A&M University and Stanford.
DAN HEATH is a consultant at Duke Corporate Education. He is a former researcher for Harvard Business School who now specializes in designing and delivering corporate training programs. Mr. Heath, a graduate of Harvard Business School and the University of Texas at Austin, also co-founded Thinkwell Inc., a company which develops multimedia college textbooks.
The Web site for this book is at www.madetostick.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Made To Stick (Chip Heath and Dan Heath)
1. Simple
State the essential core of your idea succinctly
The ideal here is to create ideas which are both simple and profound, like proverbs which exist in every culture around the world. To come up with something profound, you’ll probably need to forego all of the supporting points you could mention and instead find a simple way to express one main point. This is not as easy as it sounds.
To simplify your message doesn’t mean to “dumb it down” or to make it into a fluffy “sound bite”. Instead, what you’re trying to do is to get to the essential core of your idea. Usually, to get to that core, you have to weed out all of the superfluous elements which confuse rather than amplify or clarify. To create a sticky message, you have to then communicate the core idea and leave everything else out.
To see how this is done in practice, consider some successful sticky messages:
During Bill Clinton’s successful 1992 campaign for the Presidency of the United States, James Carville was one of Clinton’s key political advisors. He came up with three phrases which could become the core message of Clinton’s campaign. Of those three choices, one resonated well with everyone: “It’s the economy, stupid.” This subsequently became the theme of Clinton’s campaign, even though Bill Clinton personally wanted to talk about lots of other things. His advisers kept bringing him back to this one single idea again and again and eventually the voters got the idea.
