Sample_Made_To_Stick.pdf

Sample_Made_To_Stick.pdf

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1、TargetedLearningforLeaders~www.eChapterOne.comDecember2007ExecutiveSummariesExecutiveSummariesForLeaders–TodayandTomorrow“Leadpeople,managestuff”MadetoStick:WhySomeIdeasSurviveandAuthors:ChipHeathandDanHeathOthersDiePublisher:RandomHousePublished:January,2007OverviewPrice

2、:$17.95Thisisadeceptivelywisebook.Well-written.Engaging.Carefullyorganized.Fullofrichlywovensuccessstorieshighlightingeverydaycommunicationchallenges.ThegeniusisinhowtheauthorsblendtwouncommonMeettheAuthorsfeatures:•Savvyinsightintoqualitiesthatseparate“sticky,”orclearand

3、memorable,communicationsfromrun-of-the-millefforts.•Compellingadviceonhowtoapplytheseinsightstostakeyourclaim—withprecisionandimpact—intoday’smarketplaceofideas.“Wewantedtotakeapartstickyideas—bothnaturalTheHeathbrothershavesolidcredentials.Chip,aandcreated—andfigureoutwh

4、atmakesthemstick,”Ph.D.psychologist,isaprofessoroforganizationalsaybrothersChipHeathandDanHeath.behaviorinStanfordUniversity’sGraduateSchoolofBusiness.Hiscourse,“HowtoMakeIdeasStick,”hasTheypaytributetoMalcolmGladwell,thebest-sellingbeentaughttohundredsofstudentsincluding

5、authorwhomade“stickiness”adefiningphraseinhismanagers,teachers,doctors,journalists,venturebook,TheTippingPoint.Gladwellfocusedonwhatcapitalists,productdesignersandfilmproducers.makessocialepidemicsleapfromsmallgroupstobiggroups.“Ourinterest,”saytheMadetoStickauthors,Danis

6、aconsultantatDukeCorporateEducation,“isinhoweffectiveideasareconstructed.”rankedbyBusinessWeekandtheFinancialTimesasThebookisorganizedaroundsixcoreprincipleslabeledtheworld’sNo.1providerofcustomexecutivetheSUCCESsframework:education.AHarvardMBA,healsoconductedfieldresearc

7、handdevelopedcaseswithseveralprofessors•Simplicity.PrioritizeandexcluderelentlesslytoinHarvard’sEntrepreneurialManagementunit.findyourcoremessage.•Unexpectedness.Forideastoendure,generateinterestandcuriositywithunexpectedinformation.•Concreteness.Tomakeideasclear,explaint

8、hemintermsofhumanactionsandsensoryinformation.•Credibility.Tobuildconfidence,helppeopletestyouri

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