About this title: Focusing on successful marketing campaigns and undying urban legends, this book is written for anyone who strives to craft messages that are memorable and lasting.
Note: This is a general synopsis. Each listing is described below.
Binding: Hardcover
Publisher: Random House
Date Published: 2007
ISBN-13:9781400064281ISBN:1400064287
Description: Good. Cover and pages may have some wear or writing. Binding is tight. We ship daily Monday-Friday. Delivery Confirmation included on all domestic orders. read more
Description: Good. Only lightly used. Book has minimal wear to cover and binding. A few pages may have small creases and minimal underlining. Book selection as BIG as Texas. read more
Binding: Paperback
Publisher: Arrow Books Ltd
Date Published: 2008
ISBN-13:9780099505693ISBN:009950569X
Description: New. Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got pe... read more
Binding: Hardcover
Publisher: Random House
Date Published: 2007-01-02
ISBN-13:9781400064281ISBN:1400064287
Description: Unmarked text, nice and clean. Hardcover in like new condition. Excellent text/images unmarked nice and clean! BUY IT NOW! . Satisfaction Guaranteed! read more
Description: Like New. Book appears unread, but may have a publisher's mark or minor shelf wear. We are the Twin Cities' largest independent book store. read more
Description: Brand new, clean inside and out, FREE PRIORITY MAIL UPGRADE, handled with care, DELIVERY CONFIRMATION included, 100% Money Back Guarantee, expedited, international and apo available olga-9. read more
"A friend and I listened to this audio book on a road trip. It was incredibly fascinating and could be applied to many different areas. The subtitle, "Why some ideas survive and others die" nicely encapsulates the main premise of the book. The Heath brothers have spent years observing and analyzing the components of a successful idea. Using the acronym SUCCES, they explore each of these components in depth, supplemented by helpful illustrations and examples. The six components are: Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories. Full of practical ideas and thought-provoking insights that can be applied in any sphere of life, it assisted me in thinking through the strategies that I employ in teaching, speaking, writing, and developing creative initiatives."
"Some business books are written to promote consulting gigs. This is one such book. You can usually tell when the summary chapter just takes the table of contents and re-arranges it a little. I picked this up because one of the authors is the founder of an innovative website used extensively by my kids---Thinkwell.com.
There is nothing inherently wrong with this book. The ideas are coherent, presented well, and made relatively easy to digest (following the their own enunciated principle of the "pomelo scheme"). The examples are good if outdated (the wood block Palm Pilot example is a little dated. Do people even know what a Palm Pilot is anymore?). The ideas are even useful. And the mnemonic SUCCESs to describe their central idea is cute.
But there is no practical way to translate these ideas into the real world. For example, the Sinatra Test (one successful outcome means that every outcome will be successful) is a little dubious and the example of Safexpress tells about the outcome, but not how it was achieved. I suspect that here is where you would need consultants.
Again, it's not a bad book. It's not meant to be a how to manual. But I suggest that you borrow, not buy, your copy."
"I would be surprised to hear of anyone not finding this book enjoyable - it is made up of the same humor and well-researched examples that have made bestsellers out of its brethren, "Blink" and "The Tipping Point." The duo of Chip and Dan Heath actually lifted the idea of "stickiness" from the pages of Gladwell's "The Tipping Point." Here we are given the tricks of the communication trade: Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, Stories. The authors give us a chapter on each of these elements, demonstrating how and why they are effective. Like its predecessors, much of this book's strength lies in the myriad examples and successes used by companies, advertisers, and average people trying to make a difference.
The Heath brothers do provide a nice add in the form of "case studies," in which they give real world examples for practice. We are given two approaches to help demonstrate how the application of the six stickiness guides can improve communication. Alright, I am making this book sound a little boring and it is certainly not boring. If you have ever wondered why those Subway commercials are so catchy or how "don't mess with Texas" became so popular or how you could put together a better pitch for your idea, I would suggest giving this book a try. If you liked Gladwell, you'll like these guys. I found this book engaging and surprisingly participatory. I may never look at commercials the same way again and the next time I catch myself singing the "five dollar footlong" jingle, I will definitely think about this book."
"Chip and Dan Heath are really on to something here. Why can we all remember the somebody-stole-your-kidneys story, but not how mitosis works? The Heath brothers have pooled their expertises (organizational behavior and education consulting) to show us how to make our ideas "sticky"--that is, memorable. (I so could have used this--wait. I can still use this! Woo Hoo!)
The book is enormously worthwhile, and even has a reference guide in the back. But as an enticement, let me state the Six Principles, which spell SUCCESs: * Simple: how to find and share the core idea * Unexpected: how to get and hold attention * Concrete: make abstraction concrete (see Aesop) * Credible: help people believe you * Emotional: make people care (I especially like appealing to identity) * Stories: why shop talk is important, and why you care.
So, read this book. Better still, buy this book, and refer to it often. Better yet, buy me a copy. I will thank you again and again. Too late, I bought my own."
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