Made to Stick

Why Some Ideas Take Hold and Others Come Unstuck

von Heath, Chip / Heath, Dan   (Autor)

Including case histories and anecdotes, this book 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, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.

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NEW YORK TIMES BESTSELLER - The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the "fake news" era.

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle to make them "stick."

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds-from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony-draw their power from the same six traits.

Made to Stick will transform the way you communicate. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.

Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick. 


Chip Heath ist Professor für Organizational Behavior an der Graduate School of Business der Stanford University. Er lebt in Los Gatos, Kalifornien.Dan Heath ist Unternehmensberater. Er war an der Harvard Business School wissenschaftlich tätig und ist Mitgründer von Thinkwell, einem innovativen Unternehmen, das auf multimediale Lehrbücher spezialisiert ist. Er lebt in Raleigh, North Carolina. 

Mehr vom Verlag:

Random House LCC US

Mehr vom Autor:

Heath, Chip / Heath, Dan


Medium: Buch
Format: Kartoniert
Seiten: 323
Sprache: Englisch
Erschienen: September 2010
Maße: 208 x 139 mm
Gewicht: 274 g
ISBN-10: 0812982002
ISBN-13: 9780812982008

Bestell-Nr.: 7200084 
Libri-Verkaufsrang (LVR):
Libri-Relevanz: 600 (max 9.999)

LIBRI: 5952492
LIBRI-EK*: 7.59 € (35.00%)
LIBRI-VK: 12,50 €
Libri-STOCK: 0
LIBRI: 015 fehlt kurzfristig am Lager * EK = ohne MwSt.

UVP: 2 
Warengruppe: 27860 

KNO: 34924668
KNO-EK*: 6.73 € (40.00%)
KNO-VK: 12,00 €

KNO-SAMMLUNG: New York Times Bestseller
KNOABBVERMERK: 2010. 336 S. 8.1800 in
Einband: Kartoniert
Sprache: Englisch
Beilage(n): ,

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