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Summary: Made to Stick Chip and Dan Heath

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    Zhenya Melnykhas quoted2 years ago
    ind the core – the central message you want to communicate above all else.
    Figure out something which is counterintuitive about the core message – which runs contrary to popularl wisdom.
    Communicate your message – in such a way that you break the listener’s preconceptions and then help them update or fix their beliefs.
    Give people a little bit of information – and encourage them to fill in the remaining gaps for themselves. These gaps have to be substantial enough to keep things interesting but not so large they seem insurmountable.
    Zhenya Melnykhas quoted2 years ago
    curiosity.
    If you want to develop a genuinely sticky idea, move away from asking yourself:“What information do I need to convey?” Instead, think more about: “What questions do I want my audience to ask?”
    Данила Белоконьhas quoted2 years ago
    Truly sticky ideas carry their own credentials. They provide ways for people to test for themselves whether
    or not they are true.
    Данила Белоконьhas quoted2 years ago
    If people like curiosity, who do they work to resolve it? Why don’t they put mystery novels down before the last chapter, or turn off the television before the final inning of a close ball game?”
    Данила Белоконьhas quoted2 years ago
    It has to open gaps in people’s knowledge and then fill them.
    Данила Белоконьhas quoted2 years ago
    It has to open gaps in people’s knowledge and then fill them.
    Alessandro Vecelliohas quoted6 years ago
    headline suggest to readers that here is something they want. This rule is so fundamental that it would seem obvious. Yet the rule is violated every day by scores of writers.”
    Alessandro Vecelliohas quoted6 years ago
    First and foremost, try to get self-interest into every headline you write. Make your head
    Alessandro Vecelliohas quoted6 years ago
    creativity consulting firm IDEO was called in to help a hospital improve its workflow, the consultants realized they would likely face loads of internal resistance to any changes they were to suggest. To get around this, IDEO created a video, shot from the perspective of a patient who goes to the emergency room with a leg fracture. The video goes through the check-in procedure and then features long stretches looking at the ceiling while little snippets of conversations are overheard. Every now and then, someone pokes their head into view and rattles something off before disappearing again. When the hospital staff saw the video, it was an eye opener for them because they had never paused to consider what the experience was really like for their patients. Instead of being reluctant to entertain new ideas for improvement, they became advocates for change which made IDEO’s work much easier.
    Alessandro Vecelliohas quoted6 years ago
    1925 when John Caples wrote a headline for the U.S. School of Music ad which said: “They laughed when I sat down at the piano . . . but when I started to play!”
    Alessandro Vecelliohas quoted6 years ago
    1925 when John Caples wrote a headline for the U.S. School of Music ad which said: “They laughed when I sat down at the piano . . . but when I started to play
    Alessandro Vecelliohas quoted6 years ago
    African child or provide a village with a cow
    Alessandro Vecelliohas quoted6 years ago
    Transfer credibility from one domain to anothe
    Alessandro Vecelliohas quoted6 years ago
    Blend in statistics which s
    Alessandro Vecelliohas quoted6 years ago
    Add in some concrete details
    Alessandro Vecelliohas quoted6 years ago
    Blend in statistics which support your key points–
    Alessandro Vecelliohas quoted6 years ago
    If we know they are being paid to say something, we’re much less likely to trust their recommendations. But most likely it will be difficult or even impossible to line up an external authority for your sticky idea. In those cases, your sticky message will in effect need to vouch for itself, meaning it will need to have internal credibility.
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