Made to Stick: Why Some Ideas Survive and Others Die
Chip Heath and Dan Heath
What notable people said about the book
“If you say three things, you don't say anything.”
— iz knjige
About the book
Stanford professor Chip Heath and his brother, consultant and writer Dan Heath, investigate what memorable ideas have in common — from urban legends to successful marketing campaigns. They present a six-principle framework (simplicity, unexpectedness, concreteness, credibility, emotion, stories) explaining why some messages “stick” in memory while others vanish. Through numerous case studies, they show how leaders, teachers, and marketers can deliberately shape messages to be more memorable. Published in 2007, it has become standard reading in communications and marketing.
