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Books Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath (Author)

Name: Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath (Author)
Brand: Books
Price: 850.00 KES
Availability: InStock

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Product details

"Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath explores why certain ideas are memorable and influential while others fade away quickly. The book identifies six key principles that make ideas "sticky"—meaning they are understood, remembered, and have a lasting impact.

The six principles form the acronym SUCCES:

Simple: Strip ideas to their core essence without losing meaning.

Unexpected: Grab attention by surprising the audience.

Concrete: Use clear, tangible language and examples to make ideas graspable.

Credible: Build trust through believable details or statistics.

Emotional: Appeal to emotions to help people care about the idea.

Stories: Embed ideas in compelling narratives to inspire action.

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Key Features

The Heath brothers combine research, case studies, and storytelling to demonstrate how applying these principles can improve communication in teaching, marketing, leadership, and daily life. They address common communication challenges like the "curse of knowledge," where experts struggle to explain concepts clearly to novices.