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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