| The Made to Stick Audiobook is an excellent rendition | | | | their ideas to life. It's somewhat scary to see how |
| of Chip and Dan Heath's book "Made to Stick: Why | | | | really successful urban myths exploit the SUCCES |
| Some Ideas Survive and Others Die." The audiobook | | | | steps and become so powerful. The first myth really |
| is performed by Charles Kahlenberg who does a fine | | | | gets your attention. They tell the story of a man |
| job with the reading. The Heath brother's writing in | | | | who thinks he's found a good time in bar when he's |
| Made to Stick reminds me a lot of Malcolm Gladwell's | | | | picked up by a pretty woman, but wakes up to a |
| writing still - simple ideas woven together with | | | | shocking truth. (I won't tell the end - it would spoil |
| interesting stories. After all, an audiobook should be | | | | the story.) The myth is simple story that's easy to |
| entertaining, and The Made To Stick Audiobook does | | | | understand, the outcome is unexpected, the details |
| it well. | | | | are concrete and it leaves you somewhat scared. |
| Chip Heath is a Stanford professor and Dan Heath | | | | The myth is a perfect blend of the SUCCES principles |
| seems to be a combination of researcher and | | | | in action. |
| entrepreneur. It's a good combination that may | | | | Subway's Jared campaign plays a staring role as one |
| explain why the book is so enjoyable and usable. | | | | of the primary examples. Other examples come from |
| The basic message of the book can be boiled down | | | | advertising campaigns of various sorts, particularly |
| to the SUCCES acronym the authors use to try and | | | | those intended to change large groups of people. |
| make their ideas memorable. Although, I have to | | | | The Made to Stick audiobook provides lots of |
| admit that I seem to have a hard time remembering | | | | practical and usable strategies for making your ideas |
| all the steps. | | | | "stick". This is one area where the authors improve |
| SUCCES stands for Simplicity, Unexpectedness, | | | | on Gladwell's style. While I enjoy Gladwell's books a |
| Concreteness, Credibility, Emotions and Stories. These | | | | lot, I find them hard to use in real life. Not so with |
| are the elements that the authors view as the steps | | | | Made to Stick, the Heath brothers give us a lot to |
| to making an idea sticky. | | | | work with. |
| The bulk of the book is made up of stories walking | | | | Be sure to keep a notebook handy while you listen. I |
| through each of the six steps providing example | | | | found my self want to capture the ideas and make |
| after example of their ideas. | | | | sure they stuck with me, so I can put them into |
| I really enjoyed their use of urban myths to bring | | | | practice. |