Made to stick : why some ideas survive and others die /

"Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people...

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Detalles Bibliográficos
Autor principal: Heath, Chip
Otros Autores: Heath, Dan, 1973-
Formato: Libro
Lenguaje:Inglés
Publicado: New York : Random House, 2008.
Edición:Random House hardcover ed. with added material.
Materias:
Aporte de:Registro referencial: Solicitar el recurso aquí
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020 |a 9781400064281 
020 |a 1400064287 
035 |a (OCoLC)999789810 
035 |a (OCoLC)ocn999789810 
040 |a AEBUD  |c AEBUD  |d OCLCF  |d OCLCO  |d OCLCQ  |d AEBUD  |d KZS  |d U@S 
049 |a U@SA 
050 4 |a HM1033  |b .H43 2008 
082 0 4 |a 302.13 
100 1 |a Heath, Chip. 
245 1 0 |a Made to stick :  |b why some ideas survive and others die /  |c Chip Heath & Dan Heath. 
250 |a Random House hardcover ed. with added material. 
260 |a New York :  |b Random House,  |c 2008. 
300 |a 323 p. ;  |c 22 cm. 
504 |a Incluye referencias bibliográficas (p. 291-308) e índice. 
505 0 |a Introduction. What sticks?: Kidney heist ; Movie popcorn Sticky = understandable, memorable, and effective in changing thought or behavior ; Halloween candy, Six principles: SUCCESs ; The villain: Curse of Knowledge ; It's hard to be a tapper ; Creativity starts with templates -- Simple: Commander's Intent ; THE low-fare airline ; Burying the lead and the inverted pyramid ; It's the economy, stupid ; Decision paralysis ; Clinic: Sun exposure ; Names, names, names,ndnames ; Simple = core + compact ; Proverbs ; The Palm Pilot wood block ; Using what's there ; The pomelo schema ; High concept: Jaws on a spaceship ; Generative analogies: Disney's "cast members" -- Unexpected: The successful flight safety announcement ; The surprise brow ; Gimmicky surprise and "postdictability ;" Breaking the guessing machine ; "The Nordie who" "No school next Thursday ; "Clinic: Too much on foreign aid? Saturn's rings ; Movie turning points ; Gap theory of curiosity ; Clinic: Fund-raising ; Priming the gap: NCAA football Pocketable radio ; Man on the moon -- Concrete: Sour grapes ; Landscapes as eco-celebrities ; Teaching subtraction with less abstraction ; Soap-opera accounting, Velcro theory of memory ; Brown eyes, blue eyes ; Engineers vs ; manufacturers ; The Ferraris go to Disney World ; White things ; The leather computer, Clinic: Oral rehydration therapy ; Hamburger Helper and Saddleback Sam -- Credible: The Nobel-winning scientist no one believed ; Fiesh-eating bnanans ; Authority and antiauthority ; Pam Laffin, smoker ; Powerful details ; Jurors and the Darth Vader toothbrush ; The dancing seventy-three year old ; Statistics: Nuclear war heads as BBs ; The human-scale principle ; Officermates as a soccer team ; Clinic: Shark attack hysteria ; The Sinatra Test ; Transporting Bollywood ovies ; Edible fabric ; Where's the beef? Testable credentials ; The Emotional Tank ; Clinic: Our flawed intuition ; NBA rookie camp -- Emotional: The Mother Teresa principle: If I look at the one, I will ac ; Beating smoking with the Truth ; Semantic siretch and why unique isn't unique Reclaiming "sports-manship" ; Schlocky but masterful mail-order ads ; Wi FY ; Cable television in Tempe ; Avoiding Mas ow's basement ; Dining in Iraq ; The popcorn popper and political science ; Clinic: Why study algebra? Don't mess with Texas ; Who cores about duo piano? Creating empathy -- Stories: The day the heart monitor lied ; Shop talk at Xerox ; Helpful and unhelpful visualizations ; Stories as flight simulators ; Clinic: Dealing with problem students ; Jared, the 425-pound fast-food dieter ; Spotting inspiring stories ; The Challenge Plot ; The Connection Plot ; The Creativity Plot ; Springboard stories at the World Bank: a health worker in Zambia ; How to make presenters angry with stories -- Epilogue. What sticks: Nice guys finish last ; Elementary, my dear Watson ; The power of spoiting ; Curse of Knowledge again ; Pay attention, understand, believe, care, and act ; Sticky problems: symptoms and solutions ; John F. Kennedy versus Floyd Lee -- Sticky advice. 
520 |a "Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas "stick." Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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." In this indispensable guide, we discover that sticky messages of all kinds–from the infamous "kidney theft ring" hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits. "Made to stick" is a book that will transform the way you communicate ideas. It’s a fast -paced tour of success stories (and failures)- the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of "the Mother Teresa Effect"; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick." --Descripción del editor. 
650 0 |a Social psychology. 
650 0 |a Contagion (Social psychology) 
650 0 |a Context effects (Psychology) 
650 7 |a Psicología social.  |2 UDESA 
650 7 |a Contagio (Psicología social)  |2 UDESA 
650 7 |a Efectos de contexto (Psicología)  |2 UDESA 
700 1 |a Heath, Dan,  |d 1973-