Made to Stick Why Some Ideas Survive and Others Die by Dan Heath - Why This Book Might Make You Cringe

							  Made to Stick: Why Some Ideas
Survive and Others Die by Dan Heath




                        Youll Never Forget This Book.


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.




From the Hardcover edition.

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CBS, NBC, ABC, CNN were present as well as front page coverage in
USA Today, The Los Angeles Times, and The Washington Post's Style
section not to mention the butt of several jokes on late night TV.

Subject: "A medium-sized 'butter' popcorn at a typical neighborhood movie
theatre contains more artery-clogging fat than a bacon-and-eggs breakfast,
a Big Mac and fries for lunch, and a steak dinner with all the trimmings-
combined!"

This was a real-life example in using a few of the concepts discussed in
"Made To Stick" by Chip Heath and Dan Heath. The Brothers Heath have
taken the "stickiness" concept from "The Tipping Point" by Malcolm
Gladwell and given it teeth.

SUCCESs is spelled out:
Simplicity * Unexpectedness * Concreteness * Credibility * Emotional *
Stories

Many urban legends unknowingly survive based on some of these
concepts. The "Kidney Heist" story that involves a friend of a friend of a
friend that no one really knows. "Kentucky Fried Rat," "Check Your
Halloween Candy" or "Coke Rots Your Bones" all survive due to similar
features of SUCCESs.

The Heaths found out over time and trial that methodologies of some of
those who made their ideas stick were similar. Teachers in particular were
usually good in making concept stick with students even though each
teacher had a unique style.

Cataloging some of these methodologies and combing other research
done on making ideas resonate lead to writing "Made To Stick" so that
others could apply the template and find their own SUCCESs

The biggest roadblock to getting your point/message across to others is
The Curse of Knowledge. Take for instance a study done where there
were "tappers" and "listeners" who had to communicate. "Tappers" were
told what songs they had to tap out and "listeners" were to tell them what
the song was they were trying to communicate.

Most of the Tappers were shocked at how difficult it was for the Listeners
to guess. Due to the fact the Tappers had the song running through their
head as they tapped it out, but the Listeners did not have the luxury of
being in the head of the Tappers. "The Star-Spangled Banner" apparently
sounds a lot like "Happy Birthday To You" when tapped out on a desk by
someone with their fingers.

We've all had an idea in our head at one time or another and attempted to
convey that idea to someone else, either just to share it with a friend or
attempting to find funding to launch our idea. We've all seen that "What?"
look on the faces of the person we're trying to convince that it's not a
wacky idea and yes, it is worth funding.

Most people think that every idea is unique and cannot be placed into a
"template" to be applied to future ideas. Each of us would like to think that
our concepts could not have a "measurable overlay" placed on them and
categorized. Research has actually found otherwise.

In 1992 a group of Isr aeli researchers found that 89% of award-wining
designs could be placed into six categories/templates then applied by
novices who then went on to impress judges who knew nothing of the skill
level of the novices. But as the brothers state: "Regardless of y our level of
'natural creativity,' we will show you how a little focused effort can make
almost any idea stickier, and a sticky ideas is an ideas that is more likely to
make a difference."

I'll leave you with another story, a true one that uses a few of the principles
outlined in the book to make a concept stick. This concept was that of
prejudice.

Jane Elliott, of Riceville, Iowa was trying to think of a way to explain to her
class of third-graders why someone would want to hate someone enough
to kill them. This was in the wake of the assassination of Martin Luther
King, Jr. in 1968.

Third graders had no concept of this level of disdain for another, until Jane
told them they were different.

Brown-eyed children were told they were superior to blue-eyed children.
Blue-eyed children were made to wear a collar so that their superior
brown-eyed classmates could identify them across the playground and
continue to ignore or taunt them.

The brown-eyed children were quite viscous and the blue-eyed kids even
began performing poorly on projects they'd previously done well on.
A day later Jane made a shocking announcement. "I was wrong children,
the blue-eyed among you are actually superior." and at that moment, the
children exchanged places not only physically, bu t emotionally as well.
Once the collars and the disdain were switched, so was the prejudice.

Years later when the students were reunited they stated that was one of
the most profound messages they'd ever learned and at that young age it
was ingrained that differences can be mistaken and can generate
unnecessary levels of hate.

Please check out "Made to Stick" as well as the recently released "Switch"
by Chip and Dan Heath. I'll be reviewing "Switch" in the coming weeks
following an event pr omoting the book as part of a tour the brothers are
doing.

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