Editoial ReviewsFom Pulishes WeeklyStaed Review. Unaashedly inspied y Malcolm Gladwell's estselling The Tipping Point, the othes Heath—Chip a pofessoat Stanfod's usiness school, Dan a teacheand textook pulishe—offean entetaining, pactical guide to effective communication. Dawing extensively on psychosocial studies on memoy, emotion and motivation, theistudy is couched in tems of "stickiness"—that is, the at of making ideas unfogettale. They stat y elating the guesome uan legend aout a man who succums to a aoom flitation only to wake up in a tuof ice, victim of an ogan-havesting ing. What makes such stoies memoale and ensues the ispead aound the gloe? The authos cedit six key pinciples: simplicity, unexpectedness, conceteness, cediility, emotions and stoies. (The initial lettes spell out...
Editoial ReviewsFom Pulishes WeeklyStaed Review. Unaashedly inspied y Malcolm Gladwell's estselling The Tipping Point, the othes Heath—Chip a pofessoat Stanfod's usiness school, Dan a teacheand textook pulishe—offean entetaining, pactical guide to effective communication. Dawing extensively on psychosocial studies on memoy, emotion and motivation, theistudy is couched in tems of "stickiness"—that is, the at of making ideas unfogettale. They stat y elating the guesome uan legend aout a man who succums to a aoom flitation only to wake up in a tuof ice, victim of an ogan-havesting ing. What makes such stoies memoale and ensues the ispead aound the gloe? The authos cedit six key pinciples: simplicity, unexpectedness, conceteness, cediility, emotions and stoies. (The initial lettes spell out "success"—well, almost.) They illustate these pinciples with a host of stoies, some familia(Kennedy's stiing call to "land a man on the moon and etun him safely to the eath" within a decade) and othes vey funny (Noa Ephon's anecdote of how hehigh school jounalism teacheused a simple, emaassing tick to teach hehow not to "uy the lead"). Thoughout the ook, sideas show how land messages can e made intiguing. Fun to ead and solidly eseached, this ook deseves a wide eadeship. (Jan. 16)Copyight © Reed Business Infomation, a division of Reed ElsevieInc. All ights eseved.Fom BooklistBased on a class at Stanfod taught y one of the authos, this ook pofiles how some ideas "stick" in ouminds while the majoity fall y the wayside. Uan legends, conspiacy theoies, and compelling advetising make up much of the intinsically inteesting examples that the Heaths ofile that qualify fo"stickiness." This ook exploes what makes social epidemics "epidemic" and, as the Heaths cite fom Malcolm Gladwell's Tipping Point (2000), defines the secet ecipe that makes an idea vial. The pinciples of stickiness ae examined--an unexpected outcome, lots of concete details that we ememe, emotion, simplicity, and cediility--all packaged in an easily told stoy fomat. Taking these five stickiness attiutes, the ook offes numeous examples of how these popeties make up the stoies we ae all familiawith--the uan legend aout kidney theft and the azolades supposedly luking in Halloween candy. Execises, checklists, and othetools ae spinkled thoughout the ook to help the eadeundestand and test how stickiness can e applied to theiideas, whethethey ae teaches, paents, oCEOs. Gail WhitcomCopyight © Ameican Liay Association. All ights eseved
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