Author: Dan Heath & Chip Heath
Title: Made To Stick
Publication Info: Santa Ana, CA : Books on Tape, p2007.
This book is basically a guide for people who want to get their ideas across to other people and will be a useful managers, teachers, advertisers, and anyone else with a good idea who doesn’t know how to share it. The Heaths discuss factors such as the Curse of Knowledge where experts know their field so well that they can’t explain it to outsiders. There are also tips on creating stories, often with surprise elements, to capture the attention of your audience. The best parts are the many examples such as teacher Jane Elliot’s “Eye of the Storm” method to teach children about prejudice, urban legends, Subway sandwich shops’ Jared campaign, the “Don’t Mess With Texas” effort to reduce littering and the best car commercial ever. It’s a good, quick, and intstructional read for anyone needing to learn how to better communicate their ideas.
Recommended books: The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell, Simplexity: Why Simple Things Become Complex by Jeffrey Kluger, and Freakonomics by Steven Levitt