Most business books do nothing to help you succeed in business. They help their authors succeed in selling books. But that’s it. “Made to Stick: Why Some Ideas Survive and Others Die”
, by Chip and Dan Heath, meets a higher standard, explaining why messages about illegal kidney harvesting, low-cost airlines, effective presidential campaigns, and Snapple all work and how to put those techniques into practice in your work. The Heath brothers, a researcher and a writer, would write wonderful detective stories. Clear communications are a mystery for far too many folks in business. Memorable communications, even more so. And messages that meet both criteria, that stick, would make Sherlock Holmes scratch his head. The authors unravel these mysteries, uncovering clues and guiding their readers towards the solution. All business books should prove so useful.
Don’t get me wrong. “The Long Tail” is a great book. So is “Blink”. And so is “Blue Ocean Strategy.”. But communication is the most valuable skill in business. Whether you need buy-in from senior management to pursue your project, the support of your team to execute, or the attention of your customers, Made to Stick will make you a better communicator. And that will lead to greater success. Beat that with a stick.
[…] lately, mostly thanks to "Made to Stick: Why Some Ideas Survive and Others Die", which I reviewed last week. Too many marketers worry about the base needs, such as safety, and fail to address higher-order […]
[…] 12 most important business books. While we only have one book in common between us (the outstanding Made to Stick), the WebWorker list adds some books that come highly recommended from friends, too. […]