Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
8 quotes
"Once we know something, we find it hard to imagine what it was like not to know it."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"Anger prepares us to fight and fear prepares us to flee."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?"
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"The first problem of communication is getting people's attention."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't.... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.(p.72)"
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"People tend to overuse any idea or concept that delivers an emotional kick."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
"The most basic way to get someone's attention is this: Break a pattern."
Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die