英文原版畅销书：《粘住》(Made to Stick)[.doc

To Dad, for driving an old tan Chevettewhile putting us through college. To Mom, for making us breakfastevery day for eighteen years. Each. INTRODUCTION  HYPERLINK file:///C:\\Documents%20and%20Settings\\Administrator\\Local%20Settings\\Temp\\Rar$EX00.000\\Chip%20Heath%20%20Dan%20Heath%20-%20Made%20to%20Stick%20(html)\\Made_to_Stick_Why_Some_Ideas_Su.html \l filepos6103#filepos6103 WHAT STICKS? Kidney heist. Movie popcorn. Sticky = understandable, memorable, and effective in changing thought or behavior. Halloween candy. Six principles: SUCCESs. The villain: Curse of Knowledge. It’s hard to be a tapper. Creativity starts with templates. CHAPTER 1  HYPERLINK file:///C:\\Documents%20and%20Settings\\Administrator\\Local%20Settings\\Temp\\Rar$EX00.000\\Chip%20Heath%20%20Dan%20Heath%20-%20Made%20to%20Stick%20(html)\\Made_to_Stick_Why_Some_Ideas_Su.html \l filepos58381#filepos58381 SIMPLE Commander’s Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It’s the economy, stupid. Decision paralysis. Clinic: Sun exposure. Names, names, and names. Simple = core + compact. Proverbs. The Palm Pilot wood block. Using what’s there. The pomelo schema. High concept: Jaws on a spaceship. Generative analogies: Disney’s “cast members.” CHAPTER 2  HYPERLINK file:///C:\\Documents%20and%20Settings\\Administrator\\Local%20Settings\\Temp\\Rar$EX00.000\\Chip%20Heath%20%20Dan%20Heath%20-%20Made%20to%20Stick%20(html)\\Made_to_Stick_Why_Some_Ideas_Su.html \l filepos140368#filepos140368 UNEXPECTED The successful flight safety announcement. The surprise brow. Gimmicky surprise and “postdictability.” Breaking the guessing machine. “The Nordie who …” “No school next Thursday.” Clinic: Too much on foreign aid? Saturn’s rings. Movie turning points. Gap theory of curiosity. Clinic: Fund-raising. Priming the gap: NCAA football. Pocketable radio. Man on the moon. CHAPTER 3  HYPERLINK file:///C:\\Documents%20and%20Settings\\Administrator\\Local%20Settings\\Temp\\Rar$EX00.00