I've read a few books on communications in the past, and they've been OK - they've reminded me of things I've forgotten and inspired an idea or two. But Chip & Dan heath's book, Made to Stick Made to Stick Made to Stick, is in a different class, it's simply brilliant.
The summary of idea's in the book can be summarised using their acronym - SUCCESs, which is also the order of the chapters in the book::
- Simple - find the core
- Unexpected - get & keep attention
- Concrete - help people understand & remember
- Credible - help people believe & agree
- Emotional - make people care
One of the central villains, that really hits home, of creating sticky communication is the curse of knowledge. The people who understand a concept, product, technology or whatever, in-depth are usually not the people able to communicate it to people that don't or at least not without external non-expect input. This rings true especially because I've been in the situation several times of having to describe some computer software concept to people that don't have the technical background of my typical audience - it can be really hard!
The ideas in the book itself do what it says on the cover, they're sticky. Whether it's the stories they use to illustrate the concepts to make them credible and concrete or the unexpected pre-written book summary at the back, or it's simple layout, approach and tone I can't quite say. But it certainly invoked an emotional response in me with animated recommendations to anyone who will listen as - the best communications book I've every read!
Format: Book Book Book, 280 pages, Audio Audio Audio
Author: Chip Heath & Dan Heath