MADE TO STICK(ISBN=9781400064281) 下载 pdf 百度网盘 epub 免费 2025 电子书 mobi 在线

　　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.

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　　Chip Heath is a professor of organizational behavior in the

Graduate School of Business at Stanford University. He lives in Los

Gatos, California.

　　Dan Heath is a Consultant to the Policy Programs of the Aspen

Institute. A former researcher at Harvard Business School, he is a

co-founder of Thinkwell, an innovative new-media textbook company.

He lives in Raleigh, North Carolina.

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