书目

Made to Stick: Why Some Ideas Survive 让创意更有黏性 英文原版

内容简介

Whatisthatmakesurbanmythssopersistentbutmanyeverydaytruthssoeminentlyforgettable?Howdonewspaperssetaboutensuringthattheirheadlinesmakeyouwanttoreadon?Andwhydoweremembercomplicatedstoriesbutnotcomplicatedfacts?Inthecourseofovertenyearsofstudy,ChipandDanHeathhaveestablishedwhatitisthatdetermineswhetherparticularideasorstoriesstickinourmindsornot,andMadetoStickisthefascinatingoutcomeoftheirpainstakingresearch.Packedfullofcasehistoriesandthought-provokinganecdotes,itshows,amongotherthings,howoneAustralianscientistconvincedtheworldhe'ddiscoveredthecauseofstomachulcersbydrinkingaglassfilledwithbacteria,howagiftedsportsreportergotpeopletowatchafootballmatchbyshowingthemtheoutsideofthestadium,andhowhigh-conceptpitchessuchas'Jawsonaspaceship'(Alien)and'DieHardonabus'(Speed)convincemovieexecutivestoinvestvastsumsofmoneyinaprojectonthebasisofalmostnoinformation.Entertainingandinformativebyturns,thisisafascinatingandmulti-facetedaccountofakeyareaofhumanbehaviour.Atthesametime,byshowinghowwecanallusesuchcleverlydevisedstrategiesasthe'VelcroTheoryofMemory'and'curiositygaps',itofferssuperblypracticalinsights,settingoutprinciplesweallcanadopttomakesurethatwegetourideasacrosseffectively.

作者简介

ChipHeathisaProfessorofOrganizationalBehaviorintheGraduateSchoolofBusinessatStanfordUniversity.Hisresearchexamineswhycertainideas--rangingfromurbanlegendstofolkmedicalcures,fromChickenSoupfortheSoulstoriestobusinessstrategymyths--surviveandprosperinthesocialmarketplaceofideas.Hisresearchhasappearedinavarietyofacademicjournals,andpopularaccountsofhisresearchhaveappearedinScientificAmerican,theFinancialTimes,theWashingtonPost,BusinessWeek,PsychologyToday,andVanityFair.HelivesinLosGatos,California.DanHeathisaconsultantatDukeCorporateEducation,oneoftheworld'stopprovidersofexecutiveeducation.PriortojoiningDuke,hewasaresearcheratHarvardBusinessSchool,writing10casesonentrepreneurshipthatareusedinbusinessschoolprogrammes.Heathisalsotheco-founderofThinkwell,apublishingcompanydedicatedtocreatinghigh-quality,multimediauniversitytextbooks.DanhasanMBAfromHarvardBusinessSchool.HelivesinRaleigh,NorthCarolina.

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