Made to Stick: Why Some Ideas Survive and Others Die

為何有些概念較其他的更具病毒性？偽概念何以能取代真概念？謠言為何不需廣告費就能迅速擴散？童話何以能夠舉世傳頌代代相傳？多年來，作者不斷 尋求這個問題的答案：我們如何讓別人懂得我們的想法，讓他們不僅銘記在心，由心動轉變成行動？這就是本書的主旨：為什麼有的構想能成功，有的卻不行？如何 巧妙設計某個訊息，足以攫取人們的注意力，讓訊息伴隨著他們，進而慫恿他們採取行動。這讓即便是做普通工作的普通的你，也能產生必要的影響力。從謠言、童 話、都會傳奇等作者稱之為「天生具有黏力」(Naturally Sticky)的創意，可以歸納出創意黏力學的六大要點，它們必須具備以下條件：簡單(simple)、意外(unexpected)、具體 (concrete)、可信(credible)、情緒(emotional)、故事(stories)。

NEW YORK TIMES BESTSELLER - The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances--essential reading in the "fake news" era.

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas--entrepreneurs, teachers, politicians, and journalists--struggle to make them "stick."

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits.

Made to Stick will transform the way you communicate. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.

Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas--and tells us how we can apply these rules to making our own messages stick.

作者簡介

黏力學家──奇普希思(Chip Heath)與丹希思(Dan Heath)

奇普希思，德州理工學院理學士、史丹佛大學心理學博士。現任史丹福大學商學院組織行為學教授。丹希思，哈佛商學院MBA，前哈佛商學院研究員，杜克 企業教育學院(Duke Corporate Education)諮詢師(該學院由BusinessWeek及Financial Times評比為全球「高級管理人員教育課程」排行榜榜首)，創新媒體教育Thinkwell公司創辦人之一。希思兄弟在知名商管雜誌《高速企業》 （Fast Company）闢有「創意黏力學」 (Made to Stick)專欄。他們也經常以黏力學主題舉辦講演，並提供諮詢服務。服務對象包括微軟、日產汽車，以及西點軍校等。

Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.

Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina.

Together, Chip and Dan have written three New York Times bestselling books: Made to Stick, Switch, and Decisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book is The Power of Moments.