Heath, C: Made to Stick
Why Some Ideas Take Hold and Others Come Unstuck
Von:Heath, Chip;Heath, Dan
ISBN: 9780099505693
ISBN-10: 009950569X
Artikelnummer: 131547
Lieferantenbestellnummer: 8331081
Random House UK Ltd,Kt ,2008 ,291 Seiten
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What is that makes urban myths so persistent but many everyday truths so eminently forgettable? 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, 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.
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