Summary: Made to Stick  Chip and Dan Heath, Must Read Summaries
Must Read Summaries

Summary: Made to Stick Chip and Dan Heath

This work offers a summary of the book “Made to Stick” by Chip and Dan Heath. “Sticky” ideas are those which are highly memorable and exceptionally longlasting in their impact: it's the ideas that every business would like to develop. Made to Stick analyses “sticky” ideas, finding that, whilst there are no hardandfast formulas for developing a sticky idea, there is a short checklist of six principles which most of the successful sticky ideas of the past have tended to use. Sticky ideas are usually simple, unexpected, concrete, credible, emotional and storybased.

In practical terms, this means that there must be one, central message. In the 1980s, the US Army developed a concept called “Commander's Intent”. This means whenever an order is given, there is a crisp, plaintalk statement included which specifies the order's goal. This has been very effective. Try to think in terms of what you want the customer to ask, rather than what information you want ton convey. Images and “fun facts” will also be more powerful than a regurgitating advertising “message”. Make an effort to find ways to make your product emotionally appealing.

Some of these concepts will doubtless be familiar, but Chip and Dan Heath present them together in a coherent structure, with specific examples and clear recommendations. This is a very useful book.
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Zhenya Melnyk
Zhenya Melnykje citiraoпре 5 месеци
If you want to develop a genuinely sticky idea, move away from asking yourself:“What information do I need to convey?” Instead, think more about: “What questions do I want my audience to ask?”
Данила Белоконь
Данила Белоконьje citiraoпре 8 месеци
It has to open gaps in people’s knowledge and then fill them.
Alessandro Vecellio
Alessandro Vecellioje citiraoпре 4 године
If we know they are being paid to say something, we’re much less likely to trust their recommendations. But most likely it will be difficult or even impossible to line up an external authority for your sticky idea. In those cases, your sticky message will in effect need to vouch for itself, meaning it will need to have internal credibility.

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