奇普·希思(Chip Heath)现任斯坦福大学商学院组织行为学教授。现居于加州洛斯加托斯。
丹·希思(Dan Heath)奇普·希思的弟弟,杜克企业教育学院咨询师,前哈佛商学院研究员,Thinkwell新媒体教育公司创办人之一。现居于北加利福尼亚罗利市。
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
有时候,我们总需要向别人表达我们的观点、想法,可是,这些想法却常常无聊,没人在乎、没人想听 怎么办呢? 这本书就是对于这个问题的解答,我们怎么样表达得更好,更有趣。怎么创作出有效的戒烟广告?怎么向员工传达指令?怎么和不同部门的同事沟通?怎么把自己的点子向VC们...
评分书是本好书,千万别误会,推荐阅读,但是请看英文版!!! 差点儿就要买实体书了(电子版的缺章节),但总觉得读起来有点儿累,好些句子要读个好几遍才明白啥意思,而且有的时候还因为缺乏逻辑关系,看得晕头转向的。 无奈,看了下英文版,没想到居然很好读!!!不知道那个...
评分让创意更有黏性:创意直抵人心的六条路径 2015-09-19 公共利益科学中心希望向世界分享一些必要信息,于是想出了这种传播理念的方式,试图让人相信并给予关注。最后,这个创意像偷肾故事一样,产生了黏性。 注: 这就是果壳网要/在做的事 2015-09-19 某种程度上,万圣节毒糖果...
评分只有看了这本书 然后实践之后 才有资格说他好不好 是否实用 在这本书后 我 一个完全没有广告常识的人 改变了我的淘宝店铺广告语 销售提高了至少30% 而这本书 不仅对于普通销售广告词有利 在我的写作中 也有很大帮助 试试 再来表扬或者批评
感觉是对沟通(本质是信息传播)技巧的讨论,共6个原则,一个原则一章内容。对于从事教育、培训、写作这一类,输出idea型的工作者来说,更有参考价值吧。建议看英文版,还是挺好读的。
评分这书原来也有中文版....创意这种东西理论化就是怪怪的啊...总觉得marketing是学不来的,书本能交你的毕竟有限
评分it's a wonderful book to guide you to enhance your memory and teach you to be a influential person!
评分感觉就是本case study,来来回回例举看到后面觉得好啰嗦。而且一看是2007年的,十年之后的今天营销方案不知道又改变了多少。。
评分Great book
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