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。
Editorial Reviews
From Publishers Weekly
Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership. (Jan. 16)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Booklist
Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs. Gail Whitcomb
Copyright © American Library Association. All rights reserved
创意的6个基本要素:简约(Simple)、意外(Unexperted)、具体(Concrete)、可信(Credible)、情感(Emotional)、故事(Stories) 如果你同时说三件事,就等于什么都没说 一个让你的创意变得更有粘性的好方法: 1)明确你要传达的主要信息——找到核心 ...
評分让创意更有黏性:创意直抵人心的六条路径 2015-09-19 公共利益科学中心希望向世界分享一些必要信息,于是想出了这种传播理念的方式,试图让人相信并给予关注。最后,这个创意像偷肾故事一样,产生了黏性。 注: 这就是果壳网要/在做的事 2015-09-19 某种程度上,万圣节毒糖果...
評分在本书中,你将会了解到黏性创意所遵循的6条原则: 原则一 简约 简约=核心+精练。 原则二 意外 吸引对方注意:用惊奇。维持对方注意力:用兴趣。 原则三 具体 让别人听得懂、记得住。 原则四 可信 让别人相信。 原则五 情感 让别人关心在...
評分书是本好书,千万别误会,推荐阅读,但是请看英文版!!! 差点儿就要买实体书了(电子版的缺章节),但总觉得读起来有点儿累,好些句子要读个好几遍才明白啥意思,而且有的时候还因为缺乏逻辑关系,看得晕头转向的。 无奈,看了下英文版,没想到居然很好读!!!不知道那个...
評分: C912.6/H437
评分SUCCESS原則,“知識的詛咒”,都太棒瞭!
评分這書原來也有中文版....創意這種東西理論化就是怪怪的啊...總覺得marketing是學不來的,書本能交你的畢竟有限
评分現在聽這些nonfiction總是覺得很重復,可能是類似東西讀瞭很多瞭。給我印象最深的是curse of knowledge,就是一旦擁有瞭的知識就很難去設身處地想象沒有這個知識的人該怎樣接受這個知識瞭。對於教課有點啓發。
评分簡單,清晰,有邏輯。是需要彆人buy in的溝通者所必備的良藥。
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