Made to Stick 在线下载 pdf mobi 2025 epub 电子版

Editorial Reviews

From Publishers Weekly

Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership. (Jan. 16)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs. Gail Whitcomb

Copyright © American Library Association. All rights reserved

Introduction: What sticks?

1. Simple

2. Unexpected

3. Concrete

4. Credible

5. Emotional

6. Stories

Epilogue: What sticks.

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前两天我被一朋友拉黑了。

她约我吃饭，我说对不起啊，这几天我很忙，焦头烂额啊。

她没回话。

隔了一阵，她回：你这样炫耀，有意思吗？就你忙，你大忙人，你日理万机。对，我就是在家闲着。不好意思啊，拉低了你朋友圈的质感。我还是别打扰你了。

我擦。

我一个“忙”字，牵扯出她这么波澜壮阔的心路历程……

我一公号狗，每天吭哧吭哧写文章，这他妈很高级吗。

难道不是说我在希腊邮轮上度假，闲得发慌，这才是炫耀吗。

我想给她回复，跟她理性地探讨一下炫耀的真谛。

哦漏。

我已经被她拉黑了。

原来对玻璃心的闲人来说，“忙”特么也算敏感词了。

前两天我被一朋友拉黑了。

她约我吃饭，我说对不起啊，这几天我很忙，焦头烂额啊。

她没回话。

隔了一阵，她回：你这样炫耀，有意思吗？就你忙，你大忙人，你日理万机。对，我就是在家闲着。不好意思啊，拉低了你朋友圈的质感。我还是别打扰你了。

我擦。

我一个“忙”字，牵扯出她这么波澜壮阔的心路历程……

我一公号狗，每天吭哧吭哧写文章，这他妈很高级吗。

难道不是说我在希腊邮轮上度假，闲得发慌，这才是炫耀吗。

我想给她回复，跟她理性地探讨一下炫耀的真谛。

哦漏。

我已经被她拉黑了。

原来对玻璃心的闲人来说，“忙”特么也算敏感词了。

特沃斯基和沙菲尔的研究告诉我们：不确定性——就算是毫不相干的不确定性——都可能在我们作决定的时候迷惑我们

书籍介绍

Editorial Reviews

From Publishers Weekly

Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership. (Jan. 16)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs. Gail Whitcomb

Copyright © American Library Association. All rights reserved

• 作者：飞雪飘飘 发布时间：2021-09-26 19:50:38

  读到兔子那段，闺女笑疯了，强烈要求再来一遍

• 作者：甜 发布时间：2014-05-13 21:07:40

  其实curse of knowledge就是所知障呀~

• 作者：Ying 发布时间：2011-12-20 10:50:06

  Stanford GSB推荐。是一本好书--简单、清晰、记得住、好实践。

• 作者：Ann 发布时间：2020-03-13 09:31:54

  现在听这些nonfiction总是觉得很重复，可能是类似东西读了很多了。给我印象最深的是curse of knowledge，就是一旦拥有了的知识就很难去设身处地想象没有这个知识的人该怎样接受这个知识了。对于教课有点启发。

• 作者：林@语堂 发布时间：2013-05-10 12:25:08

  感觉是对沟通（本质是信息传播）技巧的讨论，共6个原则，一个原则一章内容。对于从事教育、培训、写作这一类，输出idea型的工作者来说，更有参考价值吧。建议看英文版，还是挺好读的。

• 作者：琳琳-青葱小白 发布时间：2011-08-19 15:59:35

  1）SUCCESSs六大原则：简约(simple), 意外(unexpected), 具体(concrete), 可信(credible), 情感(emotional), 故事(stories); 2）关键词：好奇心缺口、知识诅咒、高质概念；3）创意就是用一种讨喜的方式指出大家不了解的东西；4）用途：广告、营销、演讲、面试等；5）内容很好，例子很讨巧，就是翻译不给力，有空我再翻翻英文版去~~

• 让创意更有黏性——怎么推

  作者：虎山行 发布时间：2019-04-09 15:04:13

  用户新增难做，维护老用户，增加复购现在显得越来越重要，下面4中策略可以有效提升复购率

  ①搭建合理的会员体系：常见的做法如会员等级体系、会员尊享活动、积分换购、会员成长体系等等。

  ②商品拥有权和消费权分离：最有效的用户忠诚就是质押，为用户有东西在你手里，又为了避免损失的痛苦心理，自然而来就会来购买。

  ③年卡、年度套票等：沉没成本误区，即人们的行为不仅受眼前的利益刺激，也受已投入的成本所影响，

  ④定期推送活动提醒：主要分为三种，可通过实物提醒、可通过数字化提醒、通过品牌提醒。

  更多关于推广运营干货内容，请大家搜索网站——“怎么推”，作为推广人学习网站，站内还有众多推广人的学习社群，主要交流探讨运营推广知识，交流不同推广方式的技巧与效果。

• 知识的诅咒&非理性行为

  作者：金宝 发布时间：2009-12-30 12:56:42

  最近混cpa的小组，经常有人问“怎么报名，什么时候考试，报名费多少”，就会疑惑怎么问这么基础的东西，后来突然想起当时我也百度了好久。这就是“知识的诅咒”——一旦我们知道某样东西，就会很难想象不知道他时是什么样子。所以工程师无法跟顾客沟通；差劲的老师不知道怎么教学生。

  如何打破这种局面，作者教你。这是一本讲有效创意的书，但视角非常特别，能体会到很多待人处事的诀窍，甚至对人生的感悟。引书中的一段：

  很多学生都问老师为什么要学习微积分：“我以后能用他算什么？我真的需要他么？”

  有一个老师给出了这样的回答：“永远不，你们永远不会用到这个。”

  “你练习举重不是为了防止某一天在街上被人击倒了胸上被放上沉重的杠铃时不至于手足无措，你练习举重，是为了在第二天不会浑身酸痛的情况下放倒某个防守队员、拾起许多杂物或是举起你的外孙。你之所以做更多的数学题，是希望能够提高逻辑思维的能力，成为更出色的律师、医生、建筑师、监狱长或家长。”

  “数学相当于思想上的举重训练，它是通往某一重点的方法，而不是最终目的。”

  =《摇摆》=================================

  试想以下情况：你的朋友请你帮忙搬家，你会帮助他么？

  再试想另一种情形：如果朋友说“帮我搬家，我会给你50块酬谢”，你又会怎么选择？

  第一种情形人们通常会同意，即使那意味着整个周末泡汤；第二种，人们反而会拒绝。

  另一个例子产生于行为学家的研究：一辆车窗紧闭的车停在郊外，一星期后，依然完好。当敲破一扇窗，到了晚上，车的所有玻璃都碎了，轮子也不翼而飞。这就是“破窗理论”。为什么会这样？

  这些都属于“非理性行为”，本书围绕此展开。明白可能发生的非理性行为，避免其影响，生活中会更少遗憾，甚至在某些时刻能挽救生命。

  =========================================

  奥格威说，灵感从不会如期而至，但只要stimulate regularly,他总会在不经意间到来。

  《让创意更有黏性》&《摇摆》，这两本是我今年看的最特别的书，尤其是放在一起，格外有趣。虽然说不上什么实际的指导意见，但都是出色的stimulate。