Made to Stick pdf epub mobi txt 電子書 下載2025
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。
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- 美國
- 英文原版
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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 public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick , accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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.”
In this indispensable guide, 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 is a book that will transform the way you communicate ideas. 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.
From the Hardcover edition.
具體描述
讀後感
有时候，我们总需要向别人表达我们的观点、想法，可是，这些想法却常常无聊，没人在乎、没人想听 怎么办呢？ 这本书就是对于这个问题的解答，我们怎么样表达得更好，更有趣。怎么创作出有效的戒烟广告？怎么向员工传达指令？怎么和不同部门的同事沟通？怎么把自己的点子向VC们...
評分1 所谓粘性，是指你的创意与观点能让人听懂，能被人记住，并形成持久的影响（换言之，它们能够改变受众的思想或行为） 2 知识的诅咒：我们一旦知道某事，就无法想象不知道这是的情况发生的原因；我们的知识“诅咒”了我们。我们很难与他人分享这些知识，因为我们无法轻易摸透...
評分书评——Make to Stick by Chip Heath & Dan Heath 呃，刚刚发现这本书有可能是一对夫妻写的。可以有这样一种共同经历实在很有趣。 读这本书之前一直有一个问题困扰着我，怎么才能表达好自己？不单单指演讲，更多是广义的传播。我以为我缺乏表达欲，偶尔还会有人群恐惧症，嘴...
評分1.核心（简单） 宝洁家的洗发水：海飞丝是去头屑，飘柔突出柔顺，潘婷则强调营养泽，沙宣是专业，伊卡露是草本…… 常见的：立白是不伤手，沃尔玛是天天平价 《终结者》I will be back 007系列：I am Bond,James Bond 2.意外（出其不意） 宝马——麦当娜 安全带...
評分书评——Make to Stick by Chip Heath & Dan Heath 呃，刚刚发现这本书有可能是一对夫妻写的。可以有这样一种共同经历实在很有趣。 读这本书之前一直有一个问题困扰着我，怎么才能表达好自己？不单单指演讲，更多是广义的传播。我以为我缺乏表达欲，偶尔还会有人群恐惧症，嘴...
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