made to stick why some ideas survive and others die

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Made To Stick

Author : Chip Heath
ISBN : 9781407008240
Genre : Self-Help
File Size : 40. 60 MB
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What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and Made to Stick is the fascinating outcome of their painstaking research. Packed full of case histories and thought-provoking anecdotes, it 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, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.

Made To Stick 7 Volume Set Videorecording

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ISBN : 0739341340
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File Size : 26. 37 MB
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Made To Stick

Author : Chip Heath
ISBN : 1905211570
Genre : Business & Economics
File Size : 29. 38 MB
Format : PDF, ePub, Docs
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What is it that makes urban myths so persistent but many everyday truths so eminently forgettable? How do advertisers set about ensuring that their slogans are memorable? And why do we find it difficult to remember the letters J FKFB INAT O, but easy to remember the same sequence when it's laid out as JFK FBI NATO? In the course of over ten years of study and thousands of interviews, Chip and Dan Heath have established precisely what it is that determines whether particular ideas or stories stick in our minds or not, and Made to Stick is the fascinating outcome of their painstaking research. Packed full of case histories and thought-provoking anecdotes it shows, among other things, how one small US airline used a simple catchphrase to catapult itself into the big time, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, how a radical new anti-littering advertising campaign succeeded beyond its originators' wildest dreams, and why, sometimes, prior knowledge can actually be counter-productive. Entertaining and informative by turns, this is a fascinating account of a key area of human behaviour, and one that also has a direct practical application, offering a set of principles we can all adopt to make sure that we can get our own ideas across effectively.

Switch

Author : Chip Heath
ISBN : 9781448108213
Genre : Self-Help
File Size : 23. 46 MB
Format : PDF, Mobi
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We all know that change is hard. It's unsettling, it's time-consuming, and all too often we give up at the first sign of a setback. But why do we insist on seeing the obstacles rather than the goal? This is the question that bestselling authors Chip and Dan Heath tackle in their compelling and insightful new book. They argue that we need only understand how our minds function in order to unlock shortcuts to switches in behaviour. Illustrating their ideas with scientific studies and remarkable real-life turnarounds - from the secrets of successful marriage counselling to the pile of gloves that transformed one company's finances - the brothers Heath prove that deceptively simple methods can yield truly extraordinary results.

Decisive

Author : Chip Heath
ISBN : 9781446493823
Genre : Business & Economics
File Size : 47. 7 MB
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Just making a decision can be hard enough, but how do you begin to judge whether it's the right one? Chip and Dan Heath, authors of #1 New York Times best-seller Switch, show you how to overcome your brain's natural shortcomings. In Decisive, Chip and Dan Heath draw on decades of psychological research to explain why we so often get it very badly wrong - why our supposedly rational brains are frequently tripped up by powerful biases and wishful thinking. At the same time they demonstrate how relatively easy it is to avoid the pitfalls and find the best answers, offering four simple principles that we can all learn and follow. In the process, they show why it is that experts frequently make mistakes. They demonstrate the perils of getting trapped in a narrow decision frame. And they explore people's tendency to be over-confident about how their choices will unfold. Drawing on case studies as diverse as the downfall of Kodak and the inspiring account of a cancer survivor, they offer both a fascinating tour through the workings of our minds and an invaluable guide to making smarter decisions. Winner in the Practical Manager category of the CMI Management Book of the Year awards 2014.

Ideas Que Pegan

Author : Chip Heath
ISBN : 9788483566183
Genre : Business & Economics
File Size : 67. 93 MB
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Chip Heath y Dan Heath explican por qué algunas ideas sobreviven y otras mueren.

The Myth Of The Garage

Author : Chip Heath
ISBN : 9781448135943
Genre : Business & Economics
File Size : 90. 71 MB
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From Chip and Dan Heath, the bestselling authors of Switch and Made to Stick, comes The Myth of the Garage ... and other minor surprises, a collection of the authors' best columns for Fast Company magazine. There are 16 pieces in all, plus a previously unpublished piece entitled 'The Future Fails Again'. In Myth, the Heath brothers tackle some of the most (and least) important issues in the modern business world: - Why you should never buy another mutual fund ('The Horror of Mutual Funds') - Why your gut may be more ethical than your brain ('In Defense of Feelings') - How to communicate with numbers in a way that changes decisions ('The Gripping Statistic') - Why the 'Next Big Thing' often isn't ('The Future Fails Again') - Why you may someday pay $300 for a pair of socks ('The Inevitability of $300 Socks') - And 12 others . . . Punchy, entertaining, and full of unexpected insights, the collection is the perfect companion for a short flight (or a long meeting).

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