ジェームズ・スペイダー（James Spader）関連グッズ特集【ClubJ.S】

The Back of the Napkin

PresentationZen: Simple Ideas on Presentation Design and Delivery (Voices That Matter)

Predictably Irrational: The Hidden Forces That Shape Our Decisions

The Future of Management

Outliers: The Story of Success

Get Your Story Straight And Revolutionize Your Marketing　　（2007-10-05）
Jake, a young entrepreneurial friend of mine in the IT industry , was not seeing the results he expected from numerous and inventive marketing strategies. He had tried online, print and direct marketing with marginal results. His business wasn't faltering but wasn't soaring either. So after a slew of marketing books he came across this one- and it was all I was hearing about from him until I read it myself and the light bulb clicked.

Just like you were interested in Jake's story other people like stories, they want to relate to you and your product but if they can't they will find a company that they can relate to.

Chip and Dan Heath give great examples every chapter on how to improve your "Stickiness" with simple strategies. The most important being their coined,
"SUCCES" acronym:

S simple - don't lose your core message in a lot of pomp and circumstance
U unexpected - make your idea jump out and grab people's attention
C concrete - keep it easy to grasp vs. mind boggling statistics or huge numbers
C credible - is your idea believable?
E emotion - people react to emotion and it creates an empathetic bond
S stories - story telling is an age old form of communication

I have been able to use "Made To Stick" concepts in my business with great results. I used to feel that stories in real estate investing wouldn't interest anyone but I knew from the book that stories were useful, if not crucial, in creating and growing a business. Now by using my customer's concrete feedback blended with their credible testimonials and sprinkled with a little emotion I am able transmit their core experience (what they got out of working with us an how it translated to their bottom line) to reach a greater audience.

忘れられないアイディアとは？　　（2007-03-31）
スティッキーな（粘りつくように心に残る）アイディアは、時間が経っても多くの人の記憶に残り忘れられない。本書では、このようなアイディアの特徴をSUCCESsというチェックリストを通じて説明している。

SUCCESsとは、Simple・Unexpected・Concrete・Credible・Emotional・Storiesの頭文字を集めたもの。おのおの、興味深いエピソードなどを通じて分かりやすく説明している。このSUCCESsを利用すれば、誰でも、特別な才能を持たなくても、スティッキーなアイディアを作り出すことができる。

いろいろなビジネスのシーンで活用できると思われる。オススメ。