In a sprightly and very engaging tone (the dry stuff is in the footnotes) the Heaths have produced a first-rate book for managers, who all should realize just how useful it is to have some help in getting their ideas heard in an increasingly noisy marketplace of ideas. The Heaths show how to embed your ideas in a narrative that is compelling and engaging, rather than depend solely on analytical persuasion. Don’t forget that last one among your bullet points.
The Heaths maintain presenters should focus on the six things that make ideas stick – aptly summed up in the mnemonic SUCCES: simplicity, unexpectedness, concreteness, credibility, emotion, and story. This book delineates just how to package and present ideas so that they stick – they stay in your head and you actually act on them. We could have used this book back then, but no one had the nerve to state what is stated so eloquently here. A few hundred years ago I studied the history of ideas, which treated ideas as sacrosanct and objective in the extreme. This book is one of the first to deal with what one day soon will be an acknowledged academic subject: how information works in a world we recognize. Along the way, we discover that sticky messages of all kindsfrom the infamous kidney theft ring hoax to a coach.
Made to Stick is a useful primer for how to “pitch” an idea so that it sticks in the minds of its hearers. 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. The brothers Heath know how important the pitch is. Does anyone still believe that there are efficient markets for ideas in organizations? Imagine a virtual meritocracy where ideas rise and fall purely on their own merits, regardless of how they are presented and who is pitching the idea.
0 kommentar(er)
