false 39020 1 0 69242 1400064287 9781400064281 403 http://photo.goodreads.com/books/1170704806m/69242.jpg http://photo.goodreads.com/books/1170704806s/69242.jpg http://www.goodreads.com/book/show/69242.Made_to_Stick_Why_Some_Ideas_Survive_and_Others_Die 3.98 1585
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.]]> 39021 3.98 1624 417 39020 3.98 1619 413 2007 6570502 0385528752 9780385528757 3 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/6570502-switch 4.40 5 Why is change so difficult and frightening? How do you create change when you have few resources and no title or authority to back you up? Chip and Dan Heath, the best-selling authors of Made to Stick, are back with a ground-breaking book that addresses one of the greatest challenges of our personal and professional lives — how to change things when change is hard.


In their follow-up book to the critically acclaimed international bestseller Made to Stick, Chip and Dan Heath talk about how difficult change is in our companies, our careers, and our lives, why change is so hard, and how we can overcome our resistance and make change happen. The Heaths liken the human mind to two distinct entities — the animal mind, or what psychologist Jonathan Haidt calls the elephant, and the logical brain, which Haidt describes as the rider. The elephant is instinctive; it acts on emotion. It likes gorging on Oreos and sleeping in. And it loves routines — doing things the same old way, every day.

The rider is the planner and thinker. The rider obsesses about the future. He or she wants to stop eating junk food and stop hitting the snooze button. But it’s hard, because when the rider and elephant disagree on where to go, the rider usually loses. And that describes the essential tension between our primitive emotional brain and our high intellect, and helps to explain why changing how we behave is so difficult. The secret to making a switch is understanding this odd couple relationship. Direct the Rider. Motivate the Elephant. Shape the Path.

Throughout Switch, Chip and Dan Heath illustrate and explain situations in which sweeping change was adopted, from a university researcher who ended the cycle of child abuse in a group of families, to an entrepreneur who turned his skeptical employees into customer service zealots and saved his company.

In the tradition of Made to Stick, Blink, and Outliers, Switch is filled with engaging and entertaining stories of how companies and individuals have brought about and sustained significant change. An indispensable guide to making change happen, it is certain to become a classic.]]> 39021 3.98 1624 417 39020 3.98 1619 413 2010 5227947 3446413243 9783446413245 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/5227947.Was_bleibt_Wie_die_richtige_Story_Ihre_Werbung_unwiderstehlich_macht 3.50 2 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278540 158836741X 9781588367419 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278540-made-to-stick-chapter-3 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278539 1588367401 9781588367402 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278539-made-to-stick-chapter-2 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278538 1588367398 9781588367396 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278538-made-to-stick-chapter-1 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278541 1588367436 9781588367433 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278541-made-to-stick-chapter-5 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278542 1588367444 9781588367440 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278542-made-to-stick-chapter-6 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7278543 1588367479 9781588367471 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/7278543-made-to-stick 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2008 7017711 1588365964 9781588365965 0 http://photo.goodreads.com/books/1256081292m/7017711.jpg http://photo.goodreads.com/books/1256081292s/7017711.jpg http://www.goodreads.com/book/show/7017711-made-to-stick 0.0 0 39021 3.98 1624 417 39020 3.98 1619 413 2007