Made to Stick

Why Some Ideas Survive and Others Die

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Made to Stick

Written by: Chip Heath, Dan Heath

Narrated by: Charles Kahlenberg

Free with 30-day trial

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About this listen

NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“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.”—The Washington Post

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.©2006 Chip Heath and Dan Heath; (P)2007 Random House, Inc.

Business Communication

Epistemology

Personal Success

Philosophy

Psychology

Psychology & Mental Health

Self-Help

Social Psychology & Interactions

Success

Marketing Communications

Critic Reviews

“Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable—and the Heaths do the telling with beautiful clarity.”—The Christian Science Monitor

“Utterly compelling.”—Los Angeles Times

“Surprising and provocative.”—The New York Sun

“Savvy.”—People

“Fun to read and solidly researched.”—Publishers Weekly (starred review)

Most relevant

The offers a wide sense over how to create traction in your consumers about your product or service. It gives you the key framework to make a schema that sticks with the user!