《Made to Stick Why Some Ideas Survive and Others Die》作者：Chip Heath, Dan Heath【EPUB】

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Title: Made to Stick: Why Some Ideas Survive and Others Die

Authors:

Chip Heath – Stanford Graduate School of Business professor, specializing in organizational behavior.

Dan Heath – Duke University researcher and senior fellow at CASE, focused on social enterprise.The Heath brothers have co-authored multiple bestsellers blending psychology and practical strategies.

Key Insights:

This communication playbook decodes why certain ideas thrive using the SUCCESs framework:

Six Principles of Stickiness (SUCCESs):

Simple: Core message = "Commander’s Intent" (e.g., Southwest’s "THE low-fare airline")

Unexpected: Break patterns (Subway’s "Jared lost 245lbs eating subs")

Concrete: Avoid abstractions ("A man robbed a bank" vs. "crime rates rose 5%")

Credible: Use "anti-authorities" (a smoker warning about lung cancer)

Emotional: Appeal to identity ("Don’t mess with Texas" reduced littering by 72%)

Stories: Mental flight simulators (NASA’s "Apollo 13" problem-solving)

The Curse of Knowledge:

Experts forget how laypeople think → Simplify like a kindergartener

Brain Science:

Sticky ideas activate the insula (brain’s "this matters" detector)

书名:《让创意更有黏性：为什么有些观念深入人心，有些却昙花一现》

作者团队:

奇普·希思 – 斯坦福商学院教授，研究组织行为学。

丹·希思 – 杜克大学研究员，专注社会企业创新。希思兄弟合著多部融合心理学与实用策略的畅销书。

核心内容:

这本传播学经典用SUCCESs模型解析"高黏性"创意：

六大黏性法则:

简约：核心="行动意图"（如西南航空"就是低价"）

意外：打破惯性（赛百味用"杰瑞德吃三明治减重111公斤"）

具体：拒绝抽象（"劫匪抢银行"比"犯罪率升5%"更难忘）

可信：善用"反权威"（烟民谈肺癌更震撼）

情感：身份认同（"别惹德州"减少72%垃圾）

故事：大脑模拟器（NASA用"阿波罗13号"案例培训）

知识诅咒:

专家易陷入"术语陷阱" → 用小学生能懂的语言

神经科学:

高黏性信息刺激脑岛（大脑"重要性识别器"）

Pro Tip:

书中案例：

"爆米花伤肺=吸入一辆卡车的尾气"比数据说服力高300% 🍿🚛

克林顿1992年竞选口号"关键是经济，笨蛋！"完美体现简约法则

Did You Know?

希思兄弟测试了1,200+广告，发现意外+具体组合的回忆率高达65%。