Authors: Chip Heath and Dan Heath
This is not really a book in the real sense. It is a collection of articles previously written by the authors. Having read some of their other books which made immense sense, I downloaded this booklet on my Kindle to read. I always look for some random light reading on business on days when I feel too full. So on one such day, I decided to go over these articles.
I was immediately caught on to the variety of articles that the brothers have brought together during their writing these for a column in a popular trade magazine. There is tremendous breadth to their writing with an underlying theme. I think this reminds us over and over again about the importance of making ideas stick. Getting our products / services and the related communication stick with consumers is a big challenge to almost every marketer. I think the problem goes well beyond business – into education, non profits, governance, politics, etc The authors highlight number of other books, research articles and case studies to impress upon us the importance of doing away with myths.
The biggest myth that I smiled on reading was the one that bears the title of the collection – ‘The Myth of the Garage’. Being a researcher, writer and teacher of entrepreneurship it was a pleasant surprise to see some references to academic research citing the contrary to be true. It was surprising and a welcome perspective to spend time on, share in classes and aid students to try entrepreneurship at later stages in their careers and lives.
There are many other counter-intuitive studies are showcased in those articles related to interesting and pertinent topics such as: talent, communication, happiness, buying, etc
One is bound to have enough inputs for reflection upon reading this little collection. I completed the book in a couple of hours while making notes. I have enough references for inciting me to read more, write more and share more in classes. Thanks to the authors for bringing these articles together as an e-book as it made it easy to consume them.