Made to Stick

'The Great Wall of China is the only man-made object that is visible from space'
Memorable ... but not true
"The recommended daily allowance of iron for an adult is 14mg'
True ... but not memorable
'If all the stars in the Milky Way were grains of salt they would fill an Olympic sized swimming pool'
True ... and memorable
Wonderfully readable and entertaining, Made to Stick explains precisely why some ideas immediately lodge in people's minds while others go in one ear and come out the other.

What is that makes urban myths so persistent but many everyday truths so eminently forgettable? 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, 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.

Chip Heath is a Professor of Organizational Behavior in the Graduate School of Business at Stanford University. His research examines why certain survive and prosper in the social marketplace of ideas. His research has appeared in a variety of academic journals, and popular accounts of his research have appeared in Scientific American, the Financial Times, the Washington Post, BusinessWeek, Psychology Today, and Vanity Fair. He lives in Los Gatos, California.
Dan Heath is a consultant at Duke Corporate Education, one of the world's top providers of executive education. Prior to joining Duke, he was a researcher at Harvard Business School, writing 10 cases on entrepreneurship that are used in business school programmes. Heath is also the co-founder of Thinkwell, a publishing company dedicated to creating high-quality, multimedia university textbooks. Dan has an MBA from Harvard Business School. He lives in Raleigh, North Carolina.

Der Marketing-Bestseller aus den USA
Is it sticky? Wenn die Kommunikationsexperten diese Frage nicht klar mit einem "Ja" beantworten können, geht es in die nächste Bearbeitungsrunde. Egal, ob es sich um die neue Produktkampagne, den Presseartikel oder die nächste Rede des Vorstands handelt. Mit ihrem Bestseller "Made to Stick" haben die Brüder Chip und Dan Heath einen neuen Begriff geprägt und offensichtlich einen Nerv getroffen: Gute Ideen, gute Produkte, gute Nachrichten gibt es viele. Wie aber gelingt es, dass die eigene Botschaft hängenbleibt, dass die Menschen emotional berührt sind und es zu der größtmöglichen Aufmerksamkeitswelle kommt? "Made to Stick" gibt fundierte Antworten, ist spannend zu lesen (auch wenn die Beispiele sehr US-lastig sind) und wird zu recht als legitimer Nachfolger des "Tipping Point" gehandelt. Obama scheint es rechtzeitig gelesen zu haben, denn sein "Yes, we can" definitely sticks.
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"..an entertaining, practical guide to effective communication."
Publishers Weekly
"... smart, lively ... such fun to read ... inspiring ... it-s worth reading this book. In the right hands, it will help."
Saturday Guardian
"Anyone interested in influencing others ... can learn from this book"
The Washington Post
"The Heaths push beyond what sounds like it should work and explain why it actually does."
Time Magazine
"Their analysis is peppered with memorable stories, images and facts ... This book is a gift to anyone who needs to get a message across and make it stick"
New Statesman
"this is great for anyone planning a speech or trying to get their message across at work."
Psychologies