Made to Stick

Dan Heath, Chip Heath

Why some ideas take hold and others come unstuck

18.95 €

Na objednávku

Why does fake news stick while the truth goes missing? Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts? Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows: - how an 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 - how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights. Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon.

Podrobnosti

Autor	Dan Heath Chip Heath
Vydavateľ	Cornerstone 20 Vauxhall Bridge Road, London, SW1V 2SA, United Kingdom consumerservices@penguinrandomhouse.co.uk https://www.penguin.co.uk/company/imprints/cornerstone +44 20 7840 8400
Jazyk	anglický
Väzba	Paperback / softback
Počet strán	336
Formát	196 x 125 x 22
Hmotnosť	238
EAN	9780099505693
Rok vydania	2008
Edícia	Ekonomika, manažment, motivácia