Made To Stick: Crafting Memorable Messages; and Cycling For Days On A Gallon Of Gas

Science Talk

Scientific American

Science

4.2 • 644 Ratings

🗓️ 14 March 2007

⏱️ 24 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, Stanford University's Chip Heath talks about his book Made To Stick, which discusses the secrets behind crafting messages and ideas that capture the imagination; and Nick Goddard discusses the experiment he did to find out how far he could bike on the energy equivalent to that in a gallon of gasoline. Plus we'll test your knowledge about some recent science in the news. Websites mentioned include www.madetostick.com; /www.transalt.org; www.betterworldclub.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	Race the rudder. Raise the sales. Raise the sales. Captain, an unidentified ship approaching. Over.
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0:26.0	Go to LinkedIn.com slash XXX to claim your offer.
0:28.9	Terms and conditions apply.
0:31.2	Welcome to Science Talk, the weekly podcast of Scientific American for the seven days starting March 14th.
0:37.1	I'm Steve
0:37.7	Mirsky. This week on the podcast, sticky messages from Chip Heath and the gas-powered bicycle.
0:44.3	Sort of. Nick Goddard did an experiment in which he figured out how far he could bicycle on the
0:48.7	amount of energy in a gallon of gas, and we'll talk to him in a bit. We'll also test your knowledge
0:52.8	about some recent science in the news. First up, Chip Heath. He's a professor of organizational behavior at Stanford University's
1:00.3	Graduate School of Business. With his brother Dan, Heath wrote the book Made to Stick, which
1:05.4	examines why certain concepts survive in the marketplace of ideas and others wither away.
1:10.7	I called Heath at his office at Stanford.
1:13.6	Hi, Dr. Heath.
1:14.6	How are you today?
1:15.6	Very good.
1:16.6	Thank you for having me.
1:17.6	What is your key message today?
1:19.6	We wrote a book called Made the Stick about how to get our ideas across to other people.
1:23.6	And readers that you have and the listeners that you have that are interested in science, there are some really important messages to get across.
1:30.9	Unfortunately, those messages don't always stick.
	...

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