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What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it 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, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.
From Publishers Weekly
Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers HeathChip a professor at Stanford's business school, Dan a teacher and textbook publisheroffer 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. --このテキストは、 ハードカバー 版に関連付けられています。
Copyright Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --このテキストは、 ハードカバー 版に関連付けられています。
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最も参考になったカスタマーレビュー
3 人中、3人の方が、｢このレビューが参考になった｣と投票しています。
形式:ペーパーバック|Amazonが確認した購入
「話がうまく伝わらない」「話は聞いてもらえても結局何も起こらない」そんなモヤモヤした経験をお持ちの方に是非読んでいただきたい一冊。アイデアのちから という題で邦訳もあり。
もともとは Presentation Zen: Simple Ideas on Presentation Design and Delivery (Voices That Matter) （邦訳は プレゼンテーション Zen）というプレゼンに関する本で紹介されていたのがきっかけで読み始めた。しかし、本書はプレゼンに限らず、上司・部下とのコミュニケーション、学校の授業、商品の売り込み、などなど、人に何かを伝えて、そしてその人にアクションを起こしてもらいたい、と切実に願う人々にとって役に立つ内容だと思う。
とても読み易い本だが、その内容は硬派。小手先のコミュニケーションテクニックとは一線を画す内容だけに、読んですぐ何かに使える、とはならないだろう。しかし、本来、人にモノが伝わるというのはとても嬉しいこと。本書の内容が少しでも実践できるようになれば、もっと人生は楽しくなるはず。
もともとは Presentation Zen: Simple Ideas on Presentation Design and Delivery (Voices That Matter) （邦訳は プレゼンテーション Zen）というプレゼンに関する本で紹介されていたのがきっかけで読み始めた。しかし、本書はプレゼンに限らず、上司・部下とのコミュニケーション、学校の授業、商品の売り込み、などなど、人に何かを伝えて、そしてその人にアクションを起こしてもらいたい、と切実に願う人々にとって役に立つ内容だと思う。
とても読み易い本だが、その内容は硬派。小手先のコミュニケーションテクニックとは一線を画す内容だけに、読んですぐ何かに使える、とはならないだろう。しかし、本来、人にモノが伝わるというのはとても嬉しいこと。本書の内容が少しでも実践できるようになれば、もっと人生は楽しくなるはず。
1 人中、1人の方が、｢このレビューが参考になった｣と投票しています。
形式:ペーパーバック|Amazonが確認した購入
モノが良ければ売れるはず、というタガが外れます。
仕事も成果も作品も埋もれてしまえば意味が無い
というポイントをホトホト実感するようになった本です。
読後は人の記憶を観察するようになり、印象に残る
事例をコソコソと自分の中で集めるようになりました。
仕事も成果も作品も埋もれてしまえば意味が無い
というポイントをホトホト実感するようになった本です。
読後は人の記憶を観察するようになり、印象に残る
事例をコソコソと自分の中で集めるようになりました。
1 人中、1人の方が、｢このレビューが参考になった｣と投票しています。
形式:ハードカバー
Jake, a young entrepreneurial friend of mine in the IT industry , was not seeing the results he expected from numerous and inventive marketing strategies. He had tried online, print and direct marketing with marginal results. His business wasn't faltering but wasn't soaring either. So after a slew of marketing books he came across this one- and it was all I was hearing about from him until I read it myself and the light bulb clicked.
Just like you were interested in Jake's story other people like stories, they want to relate to you and your product but if they can't they will find a company that they can relate to.
Chip and Dan Heath give great examples every chapter on how to improve your "Stickiness" with simple strategies. The most important being their coined,
"SUCCES" acronym:
S simple - don't lose your core message in a lot of pomp and circumstance
U unexpected - make your idea jump out and grab people's attention
C concrete - keep it easy to grasp vs. mind boggling statistics or huge numbers
C credible - is your idea believable?
E emotion - people react to emotion and it creates an empathetic bond
S stories - story telling is an age old form of communication
I have been able to use "Made To Stick" concepts in my business with great results. I used to feel that stories in real estate investing wouldn't interest anyone but I knew from the book that stories were useful, if not crucial, in creating and growing a business. Now by using my customer's concrete feedback blended with their credible testimonials and sprinkled with a little emotion I am able transmit their core experience (what they got out of working with us an how it translated to their bottom line) to reach a greater audience.
Just like you were interested in Jake's story other people like stories, they want to relate to you and your product but if they can't they will find a company that they can relate to.
Chip and Dan Heath give great examples every chapter on how to improve your "Stickiness" with simple strategies. The most important being their coined,
"SUCCES" acronym:
S simple - don't lose your core message in a lot of pomp and circumstance
U unexpected - make your idea jump out and grab people's attention
C concrete - keep it easy to grasp vs. mind boggling statistics or huge numbers
C credible - is your idea believable?
E emotion - people react to emotion and it creates an empathetic bond
S stories - story telling is an age old form of communication
I have been able to use "Made To Stick" concepts in my business with great results. I used to feel that stories in real estate investing wouldn't interest anyone but I knew from the book that stories were useful, if not crucial, in creating and growing a business. Now by using my customer's concrete feedback blended with their credible testimonials and sprinkled with a little emotion I am able transmit their core experience (what they got out of working with us an how it translated to their bottom line) to reach a greater audience.
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投稿日: 14か月前 投稿者: Tomoyuki
Addictive Reading
I LOVE this book. I read it once right through as quickly as I could. 続きを読む
投稿日: 2010/4/22 投稿者: flapjacs
This book will help with your next big presentation
Made to stick examines the reasons why some ideas are more 'sticky' than others,... 続きを読む
投稿日: 2010/2/27 投稿者: chibajohn
忘れられないアイディアとは？
スティッキーな（粘りつくように心に残る）アイディアは、時間が経っても多くの人の記憶に残り忘れられない。本書では、このようなアイディアの特徴をSUCCESsというチ... 続きを読む
投稿日: 2007/4/1 投稿者: ぱぱまさ
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