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Making Numbers Count

How to Translate Data into Stories That Stick

A clear, practical, first-of-its-kind guide to communicating and understanding numbers and data—from bestselling business author Chip Heath.

How much bigger is a billion than a million?

Well, a million seconds is twelve days. A billion seconds is…thirty-two years.

Understanding numbers is essential—but humans aren’t built to understand them. Until very recently, most languages had no words for numbers greater than five—anything from six to infinity was known as “lots.” While the numbers in our world have gotten increasingly complex, our brains are stuck in the past. How can we translate millions and billions and milliseconds and nanometers into things we can comprehend and use?

Author Chip Heath has excelled at teaching others about making ideas stick and here, in Making Numbers Count, he outlines specific principles that reveal how to translate a number into our brain’s language. This book is filled with examples of extreme number makeovers, vivid before-and-after examples that take a dry number and present it in a way that people click in and say “Wow, now I get it!”

You will learn principles such as:

-SIMPLE PERSPECTIVE CUES: researchers at Microsoft found that adding one simple comparison sentence doubled how accurately users estimated statistics like population and area of countries.
-VIVIDNESS: get perspective on the size of a nucleus by imagining a bee in a cathedral, or a pea in a racetrack, which are easier to envision than “1/100,000th of the size of an atom.”
-CONVERT TO A PROCESS: capitalize on our intuitive sense of time (5 gigabytes of music storage turns into “2 months of commutes, without repeating a song”).
-EMOTIONAL MEASURING STICKS: frame the number in a way that people already care about (“that medical protocol would save twice as many women as curing breast cancer”).

Whether you’re interested in global problems like climate change, running a tech firm or a farm, or just explaining how many Cokes you’d have to drink if you burned calories like a hummingbird, this book will help math-lovers and math-haters alike translate the numbers that animate our world—allowing us to bring more data, more naturally, into decisions in our schools, our workplaces, and our society.

Henry Medina

Chip Heath is a professor at Stanford Graduate School of Business. Chip and his brother Dan have written four New York Times bestselling books: Made to StickSwitch, Decisive, and The Power of Moments. Their books have sold over three million copies worldwide and have been translated into thirty-three languages including Thai, Arabic, and Lithuanian. He has helped over 530 startups refine and articulate their strategy and mission. Chip lives in Los Gatos, California.

PRAISE FOR THE POWER OF MOMENTS:

"I read this cover to cover and learned something new on each page. Beautifully written, brilliantly researched—I'm recommending it to everyone I know!" —Angela Duckworth, New York Timesbestselling author of Grit 

“The most interesting, immediately actionable book I’ve read in quite a while. I walked away with new ideas for motivating employees, delighting customers, engaging students, and even planning family vacations. If life is a series of moments, the Heath brothers have transformed how I plan to spend mine.”Adam Grant, New York Times bestselling author of Give and Take, Originals, and Option B with Sheryl Sandberg

“This terrific book is bursting with practical insights and memorable stories on every page. It's as relevant to product designers and meeting planners as it is to teachers and parents. I've already put many of its novel suggestions to work. Don't miss it.”—Eric Ries, author of bestselling author of The Lean Startup, The Startup Way 

"Flat-out amazing."—Jake Knapp, New York Times bestselling author of Sprint

"Chip Heath of Stanford and Dan Heath of Duke argue persuasively that any organization that creates peak moments--for its customers, its employees, or its students--will enjoy benefits that range from fanatical loyalty to revenue growth. In this entertaining and informative read, they explain just how to create those moments and how to turn them into a competitive advantage."—BizEd

“A sincere introduction to how readers can shape and improve the peaks in their own experiences. Infused with positivity and enthusiasm…. Readers hungry for a bigger slice of life will find this book valuable. Heuristic advice and life-affirming direction form a gratifying combination in this motivational handbook.”—Kirkus

More books from this author: Chip Heath