Made to Stick

Why Some Ideas Survive and Others Die

By: Chip Heath, Dan Heath

Narrated by: Charles Kahlenberg

NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post

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.

©2006 Chip Heath and Dan Heath (P)2007 Random House, Inc.

Critic reviews

“Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable—and the Heaths do the telling with beautiful clarity.”—The Christian Science Monitor

“Utterly compelling.”—Los Angeles Times

“Surprising and provocative.”—The New York Sun

Amazing great book

I love this book. In fact, I will listen to it again with pen and paper. Great ideas, very easy to follow, well organized. A highly enjoyable book even if you're not trying to market or sell a product.

Fantastic and Applicable!

I'm currently working on bringing a new and innovative product to market. I've been doing this for many, many years and sometimes I too get lost in my own curse of knowledge. Before reading this book I thought I knew a lot about marketing. After reading this book I realized how much I really did know, but hardly ever applied! Chip and Dan do a fantastic job of breaking down the root of marketing and conveying their ideas to the reader\listener. If you're new to the industry, or a seasoned professionaly, the best part about this book is how it makes you think about what you're saying vs. what you're communicating.

fun and refreshing

Fun read, loved the ideas presented, very true, practical, and useful. Narrator did a great job as well. I mean, the words themselves are incredibly intriguing but his voice definitely made it even more fun to listen to. A must read for most people; all too often people go about presenting their ideas the wrong way.

Read Before you Read Contagious

My mistake was to listen to this after I listened to Contagious. The ideas are great, but Jonah Berger did a better job in driving home the points.

Also, the authors didn't do a good job applying the lessons the book teaches. Some great stories here and there, but not concrete enough to make the book an easy listen or read.

Awesome!

this is a clear, interesting and well recorded audiobook. all should consider​ listening who want to create sticky ideas!

Exageradamente útil y aplicable

ya no volverás a comunicarte igual luego de este libro, y no se te olvidará

Great principles for speaking/communicating!

Would you recommend this audiobook to a friend? If so, why?

I'm a pastor who needs to convey comlpex ideas in simple terms on Sundays, in meetings, almost all the time. This book gives great principles and great illustrayions to help "make them stick".

Which character – as performed by Charles Kahlenberg – was your favorite?

I enjoyed this reader!

Was this a book you wanted to listen to all in one sitting?

No. I listened to this on my commute to and from work.

Must read for anyone who needs to get a message across

Brilliant book with great stories and loads of practical examples. Will buy many copies for present.

Amazing!!!

Made to Stick presents simple, real world solutions to problems faced by many in the business world. How to effectively spur action through communication. Made to Stick has helped me prepare for one of the biggest presentations of my career. I am excited to incorporate the principles I have learned from this book!!! Worth every minute invested!!!

Insightful

What did you love best about Made to Stick?

it is practical and forces you to think on so many things

What was one of the most memorable moments of Made to Stick?

on the example on the focus on one and not the mass - a quote by mother Teresa

What about Charles Kahlenberg’s performance did you like?

great reading pace

Did you have an extreme reaction to this book? Did it make you laugh or cry?

made me ponder

Any additional comments?

This my first book by the author, I got the book when it came out but never had the time to read it. I saw it again in audible and said here is another opportunity to delve into the book. Like the title, the author captivates you until you hear