![]() ![]() Emotional – help people see the importance of an idea.Credible – give an idea believability and credibility. Concrete – make sure an idea can be grasped and remembered later.Unexpected – grab people's attention by surprising them.Simple – find the core of any idea or thoughts.Each letter refers to a characteristic that can help make an idea "sticky": The book's outline follows the acronym "SUCCES" (with the last s omitted). Each chapter includes a section entitled "Clinic", in which the principles of the chapter are applied to a specific case study or idea to demonstrate the principle's application. The stories range from urban legends, such as the "Kidney Heist" in the introduction to business stories, as with the story of Southwest Airlines, "the low price airline" to inspirational, personal stories such as that of Floyd Lee, a passionate mess hall manager. A similar style to Gladwell's is used, with a number of stories and case studies followed by principles. The book continues the idea of "stickiness" popularized by Malcolm Gladwell in The Tipping Point, seeking to explain what makes an idea or concept memorable or interesting. Made to Stick: Why Some Ideas Survive and Others Die is a book by brothers Chip and Dan Heath published by Random House on January 2, 2007. Switch: How to Change Things When Change Is Hard ![]()
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