Book Description
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.
Customer Reviews:
A valuable tool for anyone who has to communicate -- that is, everyone!.......2007-10-09
As a general rule, I don't enjoy "pop-business" titles. But Made to Stick defied all expectations. Lively and useful examples illustrate the authors' different points. The advice is practical and applicable to a variety of situations. It's not just about writing better. It's an improvement on all ways of communicating: to an audience, to co-workers, to clients, etc.
Excellent work.
Too sticky to put down!.......2007-10-06
It's all in the details. Well worth the investment - especially if you need to make your message 'stick.'
Get Your Story Straight And Revolutionize Your Marketing.......2007-10-05
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 emotional - 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.
Entertaining.......2007-10-01
This is a fun book, full of useful communication ideas. If you are in marketing or communications there is likely little here that is new. However, for the general reader this is a clear, simple summary of techniques to help you get your points across. They have the traditional way to remember their seven major ideas: SUCCESS. For example, the first "S" is to keep it Simple. This is actually better than it sounds because they drill down on the need to find your core message and they give you some ideas about how to do that. You can pick it up at the airport and it is short enough to read crossing the country.
Great Purchase.......2007-09-27
This was a terrific book at a great Amazon price!The book gives a tutorial on creating catch phrases that are impressive and memorable. I read it for use in my teaching ... we do want our students to remember things! My husbannd read it for use in his business, specifically for marketing and advertising. I saved $10 per copy at Amazon.
Amazon.com
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.
For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.
Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan
Book Description
"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan
Customer Reviews:
An insightful perspective.......2007-10-11
There aren't many books that I feel compelled to pull out the highlighter as I'm reading, but this is definitely one of them. Malcolm Gladwell manages the unlikely combination of being profoundly insightful and entertaining at the same time. Despite the seriousness of many of the examples used throughout the book, this is a relatively easy read. In a world where every book seems to be targeted to a narrowly defined niche, The Tipping Point is good reading for anyone who likes to think.
Interesting, but..........2007-10-10
I read this while traveling, and was able to absorb Gladwell's viewpoint despite airports and hotels and the general on-the-road melee. However, while the theories and case studies Gladwell presents are fascinating, he fails to demonstrate the practical applications of his assertions. His Afterword makes clear that some of his readers have gone on to apply his approach in various ways, but it is their ingenuity and not any "on the ground" practical insight from Gladwell that is the cause. It will be interesting to note if his positions notably influence any policymakers, of if the world in general, despite his bestseller status, continues with its status quo mindset. No doubt if that is the case, Gladwell will enlighten us with a book about the reasons for that phenomenon too. It will be interesting reading.
Rigo's TEST REVIEW........2007-10-09
Test review. It looks like a good book to analyse how modes start and get spread.
A Paradigm Shift For Business and Life.......2007-10-05
This is one of the books that "skates to where the puck is going" instead of where the puck is at. A must for business and anyone studying the sociology of man.
Timothy KendrickPTSD: Pathways Through the Secret Door
Development of Trends!.......2007-10-02
This book presents an interesting thesis for the parameters under which a new trend is construed. The flu, for example, can be held in check for a long time without being an epidemic. But suddenly, once some threshold is crossed in terms of number of people infected, things get much worse very quickly. Gladwell's premise is that in addition to applying to viruses, this type of pattern is observed in many other situations. The book is filled with far-reaching examples, from the resurgence of Hush Puppies shoes to the popularity of Sesame Street to an epidemic of teen suicides in Micronesia.
Perhaps the most well-known example described is the rapid fall in crime levels in New York City in the mid-1990s. Murder rates fell by 64.3% in a five year period, with other types of violent crimes dropping by 50%. This happened after years of steady increase. Gladwell argues that the factors conventionally cited as causing the improvement (improved policing, declining crack use, and aging of the population) are not sufficient to explain the suddenness of the change. All three factors included gradual shifts in behavior, and yet the drop in crime occurred very rapidly. Gladwell makes a convincing argument that the police in New York put into place certain conditions that suddenly "tipped" the crime epidemic, sending crime rates into a decline.
So, what are the parameters of dramatic change?
Gladwell quotes the following three laws: -
1. The law of the few
2. The stickiness factor and;
3. The power of context
The law of the few says that there are exceptional people out there who are capable of starting `epidemics'. All you have to do is find them. The lesson of stickiness is the same. There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it. The lesson of the power of context is that we are more than just sensitive to changes in context; we are exquisitely sensitive to them - what really matters is the little things.
The book includes a collection of case studies. These include Paul Revere's ride, which alerted American colonists to activities of the British garrison and led to the War of Indepence and the success of New York in reducing crime by cleaning the subway cars.
He then explains the significance of the number 150. "The figure of 150 seems to represent the maximum number of individuals with whom we can have a genuinely social relationship, the kind of relationship that goes with knowing who they are and how they relate to you. At a bigger size you have to impose complicated hierarchies and rules and regulations and formal measures to try to command loyalty and cohesions. Below 150 it is possible to achieve the same goals informally. In smaller groups people are a lot closer. They're knit together, which is very important if you want to be effective and successful in community life. If you get too large, you don't have enough work in common."
The conclusion is that when groups or organizations reach 150 they should split and operate in smaller numbers, and he gives examples of organizations that have done this.
Although not intended as a management book, The Tipping Point
has many lessons for managers and organization development consultants.
Book Description
Stewart's CALCULUS: CONCEPTS AND CONTEXTS, Third Edition offers a streamlined approach to teaching calculus, focusing on major concepts and supporting those with precise definitions, patient explanations, and carefully graded problems. CALCULUS: CONCEPTS AND CONTEXTS is highly regarded because it has successfully brought peace to departments that were split between reform and traditional approaches to teaching calculus. Not only does the text help reconcile the two schools of thought by skillfully merging the best of traditional calculus with the best of the reform movement, it does so with innovation and meticulous accuracy.
Book Description
The authors of this book show how to find value in understanding people's pain and resilience in the context of their internal dynamic struggles, biological make-up, and social realities. They demonstrate how to use this knowledge to create a language of meaning for people's difficulties, and most important, a road to their healing. Inside Out and Outside In provides a guide for understanding and working with the complex inner and outer forces that make up people's lives. A Jason Aronson Book
Customer Reviews:
Great Book.......2007-04-11
A beautifully written book examining mental illness from a wide range of psychodynamic thoeries. It is a book I know I'll refer back to for years to come. The writers present the complexities of mental illness in a detailed and accessable manner. If you work in the mental health field as a psychiatrist, psychologist, counselor, or social worker this book is a must for your library.
A Truly Superlative Work.......2006-10-27
After a concise introduction, the authors describe in detail Drive Theory, Structural Theory, Ego Psychology, Psychosocial Ego Development, Object Relations Theory, The Theory of Self Psychology, and the Interpersonal School. This provides a solid foundation for the rest of the book, which moves to a chapter on Race and Culture, then Women. After this, a variety of psychopathologies are described in detail, with great attention to how ethnicity, culture, and gender play a role in the therapeutic process. The book contains a variety of clinical vignettes, is written intelligently, but without too much jargon, and is laid out concisely and clearly. I'm incredibly excited about this book, and know that I will be referring to it for a long time.
Good introduction to biopsychosocial assessment.......1998-10-22
The authors all teach at the Smith College School for Social Work, and this book developed from their lectures on biopsychosocial theories of development. Their students report that of all the books purchased during their graduate career, this is the one they refer back to most often. Well-chosen cases illuminate the theories, and issues of culture and gender are nicely integrated.
Customer Reviews:
Every Teacher should read this book!.......2007-03-09
Excellent resource for the ever-important topic of Multicultural Education. Nieto is an awesome author and has put together quite the compelling work.
Customer Reviews:
This is one that will make you think........2007-02-15
Nieto did a fantastic job handling this subject and I love how challenged I am by it! It really causes you to think very deeply about multicultural education and the sociopolitical factors that come into play.
The case studies are the best part of this text, though. I love the fact that there are follow-ups in the back of the book for several of the kids!
Even if you think you know all there is to know about multicultural education, you will be surprised by how much you learn from this very well-written book.
Sociopolitical?.......2005-12-17
I found this book to primarily address the issues of eastern seaboard minority students rather than the issues faced in the southwestern US. Here in AZ there is a very strong prejudice against Immigrant students of Spanish speaking origin. Did you realize that in most workplaces in AZ we are not allowed to speak in a language other than English to a co-worker? Some paranoid person, usually a transplanted Anglo from out of state thinks we are talking about them. Ms Nieto needs to make her text more of a national treasure by not just focusing on those in the Midwest and Eastern seaboard nothern states. This book is due for an update!
Ineffective Approach and Little Practical Advice.......2005-04-30
I found this book of little use. The major problems created by using race as the main focus of the book include:
* Race as a subject is so overworked that nearly everyone over eight years of age has come to conclusions about race, the most important and most common of which is "I am not racist." However, given how the human brain works (selective attention, generalization, and others) and how humans interact (tribal affiliation, application of generalizations based on visual input, and so on), prejudice and therefore racism are inevitable: We are all racist whether we think so or not.
* Again, because the issue of race is overworked, the reaction of many people when race is introduced as a subject is, "Not again!" This could be overcome by a unique or fresh approach. Outside of Chapter 7, "Toward an Understanding of School Achievement", nothing new or fresh is provided.
On the positive side, the case studies are well written and well selected. In a different literary context, these case studies could be of immense value. Also, Chapter 7 has value to offer.
Yes, I realize that racial discrimination issues are critical, especially given the level of racial discriminiation that exists in the human family. However, focusing on such discrimination as the root issue has stalled civil rights. It has accomplished pretty much all it is going to accomplish. It is time to recognize that predudice is part of the human condition.
I invite Ms. Nieto or others to write a text based on the biological and sociological roots of prejudice aimed at helping the reader and, in the context of college classes, the student realize their own propensity for prejudice, recognize how it might show up, and correct the issues of their own prejudice as they emerge.
Sociopolitical Marxism.......2002-05-08
Well now, I know where some of the true Marxist are hiding. In this book, Nieto is trying to create equity policies in schools using taxpayer dollars. If she had her way, she would get rid of capitalism, social classes, and distribution of wealth. Of course, we have already seen how that works in the former Soviet Union (it doesn't work at all). Yes, in a democratic-republic (Nieto always forgets the republic part) there is a dominant culture. Kind of why we call this a nation state, we have national culture. Unfortunately, Nieto is too busy saying the dominant culture is based on White European ideals. In fact, the ideals are based on Judaism, which is not European at all.
There are some aspects of diverse cultures that keep people down trodden in our society, and it is NOT restricted to the dominant cultures. But Nieto makes it sound as though it only happens to dominant cultures.
Affiriming Diversity.......2002-02-13
I received the book in ample amount of time!! Thanks!!
Book Description
This is a MAJOR revision of the previous edition. The language has become more accessible to readers, and material has been updated and included throughout. Speech-language pathologists of all levels of experience will turn to this comprehensive overview of language disorders across the childhood years. This book provides readers with information, instructional goals, and strategies within a systems framework to guide treatment of language disorders from infancy through adolescence in the context of culture, family, home, school, and work. Topics include: language and communication; assessment and intervention; causes, categories, and characteristics; balancing ages and developmental stages; and more. New material on assessment and intervention in early, middle, and later stages as well as a full chapter on severe communication impairment are also included. An solid reference for new and practicing speech pathologists.
Book Description
Following in the tradition of the first four editions, the goal of this market leading textbook, Chemistry in Context, fifth edition, is to establish chemical principles on a need-to-know basis within a contextual framework of significant social, political, economic and ethical issues. The non traditional approach of Chemistry in Context reflect today's technological issues and the chemistry principles imbedded within them. Global warming, alternate fuels, nutrition, and genetic engineering are examples of issues that are covered in CIC.
Book Description
This book uses practical applications and an accessible writing style to present a summary of psychological research on students' learning of academic subject areas.
The book is organized into two main sections: the general principles of learning, memory, higher-order thinking, and motivation that apply to any school-related skill and specific developmental trends in the acquisition of skills in the areas of reading, writing, mathematics, science, and social studies. Unlike typical books on cognitive development, these general principles are explicitly translated to classroom practice. The reader will learn what children can understand and do at various ages in these domains.
Average customer rating:
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Chemistry in Context: Applying Chemistry to Society
American Chemical Society
Manufacturer: William C. Brown
ProductGroup: Book
Binding: Paperback
 General & Reference
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ASIN: 0697219488 |
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