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HomeBooks, Movies and MusicMotivational & Self-HelpMade to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath (Author)
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Books Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath (Author)
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KSh 499
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"Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath explains what makes ideas memorable and impactful through their SUCCESs model:
Simplicity: Strip ideas down to their core, focusing on one key message.
Unexpectedness: Capture attention by breaking patterns and generating curiosity.
Concreteness: Use clear, sensory language to make ideas tangible and understandable.
Credibility: Support ideas with believable details and authoritative sources.
Emotional: Make people care about ideas by appealing to feelings and values.
Story: Use storytelling to inspire action and help people remember the idea.
The Heath brothers argue that sticky ideas share these characteristics, drawing examples from urban legends, business campaigns, and social messages. They discuss the "Curse of Knowledge," where experts find it hard to communicate with novices because they forget what it’s like not to know something. To overcome this, ideas need to be communicated in simple, concrete ways.
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They also highlight the importance of curiosity gaps—creating a surprise that engages interest and makes an idea memorable by defying predictability but then making sense in hindsight.
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1 BOOK
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- SKU: BO086BM55XF0ENAFAMZ
- GTIN Barcode: 09781588365965
- Weight (kg): 0.1
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Books Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath (Author), Dan Heath (Author)
KSh 499
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