Emotional is to make people associate themselves with a particular idea. Credible is to support one’s idea of the help of experts of influences. Concrete is to make the ideas specific, as abstract ideas would make people lose interest. According to the authors, it is the knowledge gap that makes people want to know more. Unexpected brings out the element of surprise and also gets the attention of people and generates their interest. Simple means that are using the core of an idea and keeping it simple and compact. These are Simple, Unexpected, Concrete, Credible, Emotional, and Story. To overcome this problem, the authors mention six principles known as the S.U.C.C.E.S(s) principle. While on the other hand, because the audience lacks knowledge, they find the communication confusing and lose their interest in the idea. This experiment showed that the people who now find it challenging to communicate their ideas effectively. While doing so, they mention the ‘curse of knowledge.’ The authors discuss an experiment done by Elizabeth Newton to elucidate the concept. The authors talk about folklore and urban legends and dissect them to find out what makes people remember them. The book starts with an introduction to the kind of ideas that stick.
The authors help the reader understand how to make ideas stick.
He talks about the factor of ‘stickiness.’ This is the idea that the Heath Brothers built upon in their book.Īs the name suggests, Made to stick – it talks about how some ideas stick with people while others do not. They both have co-authored four books, one of them being ‘Made to Stick: Why Some Ideas Survive, and Others Die.’ The book is based on the book written by Malcolm Gladwell, ‘The tipping point.’ In his book, Gladwell discusses why things go viral and how ideas gain momentum.
He has also co-founded ‘Thinkwell,’ an innovative publishing company. Dan has worked as a researcher and case writer for Harvard Business School. Dan Heath is a Senior Fellow at Duke University’s CASE center, which supports social entrepreneurs. He teaches business strategy and organizations. Why some ideas survive, and Others Die – Made to StickĬhip Heath is a professor at Stanford Graduate School of Business.
0 kommentar(er)
