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Hit Makers: How to Succeed in an Age of Distraction, by Derek Thompson

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Review

"Enthralling-- full of 'aha' moments about why some ideas soar and others never get off the ground. This book picks up where The Tipping Point left off." - Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE“While giving Lady Luck her due, Thompson studiously examines the myriad factors that make the things we buy, like and follow so irresistible: whether Facebook, TV shows such as Seinfeld, Bumble (the app, not the insect), even favorite lullabies. In Hit Makers, his first book, Thompson tackles this mystery with solid research, ready wit and catchy aphorisms…a wonderful book.” —USA Today “Superb.”--Fareed Zakaria, Book of the Week selection“Hit Makers is thoughtful and thorough, a compelling book …. a terrific look at what makes a hit, from the Mona Lisa to Donald Trump.” — Vox“This entertaining look at the creation of blockbusters… takes on many creators' and marketers' assumptions… Hit Makers coats science in compelling story” — Inc "Fascinating ... Thompson has huge enthusiasm for his topic and has amassed an amazing amount of material, including many offbeat and engaging stories. ... [Should] be read for insight and provocation."  — John Gapper Financial Times"[Thompson] has assembled a book in the Malcolm Gladwell tradition: telling great stories to illustrate some fascinating and often far-from-obvious theses." — Daily Mail"Thompson's diligent research and lively prose ensure that Hit Makers is always informative and entertaining." — Prospect"Thompson does a really fascinating job of explaining how things become popular, drawing on a wide range of cultural phenomena, from Star Wars to the iPhone, Taylor Swift to Game of Thrones." — Ben East Observer"[An] engaging cultural study." — Steven Poole Guardian"Spirited ... An entertaining and informative guide." — The Times"A useful survey ... Thompson makes lots of snappy remarks and unexpected comparisons." — David Sexton Evening Standard"Derek Thompson has long been one of the brightest new voices in American journalism. With HIT MAKERS, he becomes one of the brightest new voices in the world of non-fiction books. Ranging from Impressionist art to German lullabies to Game of Thrones, HIT MAKERS offers a fresh and compelling take on how the media function and how ideas spread.  As deftly written as it is keenly argued, this book — true to its title — is a hit.” — Daniel H. Pink, New York Times bestselling author of DRIVE and TO SELL IS HUMAN “Derek Thompson’s HIT MAKERS is a sharply observed history of the megahit, from the 13th-centuy tunic craze to the iPhone, tracing  the strange ever-changing mixture of genius, dumb luck, business savvy, and network math that turns an obscurity into a worldwide smash.” -Jordan Ellenberg, New York Times bestselling author of HOW NOT TO BE WRONG "What makes one song hit, and another, flop, one book a success and the other, fodder for the discount bins? That's the mystery Derek Thompson probes with his characteristic verve, wit, and insight in "Hit Makers." It's an engrossing read that doesn't settle for easy answers, and one that seems destined to become one of the hits that Thompson so deftly analyzes." -Maria Konnikova, New York Times bestselling author of THE CONFIDENCE GAME“Hit Makers blends historical lessons with technological & social insights to explain what makes culture tick, and hits happen.”   —Steve Case, Chairman and CEO of Revolution and Co-Founder of America Online“Derek Thompson’s Hit Makers is a terrific read—a sparkling combination of fascinating stories, cutting-edge science, and superb business advice. Just as he does when he writes for The Atlantic, Thompson shares more interesting ideas per paragraph than practically any other writer today. Hit Makers is a bible for anyone who’s ever tried to promote practically anything, from products, people, and ideas, to books, songs, films, and TV shows.”—Adam Alter, New York Times Bestselling author of Drunk Tank Pink and Irresistible    "I always read everything by Derek Thompson I see, and this book was no exception. Why things become popular is one of the most important questions in an ever-more networked world, and Derek Thompson's *Hit Makers* is the best and most serious attempt to take a look at it."—Tyler Cowen, author of The Great Stagnation and Marginal Revolution“This book is brilliant, a fascinating exploration of the relationship between artistry and industry, the ways that everything from immigration to distribution helps create the popular imagination. You may never look at your favorite film or song the same way again. It should be required reading for anyone working in the popular arts.”—Simon Kinberg, producer of The Martian, screenwriter and producer for the X-Men film franchises“Thompson tackles the daunting subject of how products come to dominate the culture in this interdisciplinary romp that delves into many facets of the entertainment industry as well as industrial design, art history, publishing, and politics…presenting  his case with verve and a lightning chain of compact anecdotes ….This book will appeal to readers of Malcolm Gladwell as well as pop-culture enthusiasts and anyone interested in the changing media landscape.”— Booklist“How does a nice idea become an earworm, or a fashion trend, or—shudder—a meme? Atlantic senior editor Thompson ventures a few well-considered answers….Good reading for anyone who aspires to understand the machinery of pop culture—and perhaps even craft a hit of his or her own.” – Kirkus Reviews

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About the Author

Derek Thompson is a senior editor at The Atlantic magazine, where he writes about economics and the media. He is a regular contributor to NPR's "Here and Now" and appears frequently on television, including CBS and MSNBC. He lives in New York City.

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Product details

Paperback: 368 pages

Publisher: Penguin Books; Reprint edition (February 6, 2018)

Language: English

ISBN-10: 1101980338

ISBN-13: 978-1101980330

Product Dimensions:

5.5 x 0.8 x 8.4 inches

Shipping Weight: 10.4 ounces (View shipping rates and policies)

Average Customer Review:

4.3 out of 5 stars

146 customer reviews

Amazon Best Sellers Rank:

#49,969 in Books (See Top 100 in Books)

The main question discussed in this book is: what are the patterns of successful books, songs, applications etc.? The "scientific" way to research such a question is to analyze a representative sample of successful and unsuccessful cases, in order to find the features that exist in the successful cases and does not exist in the unsuccessful ones. This book however analyzes successful cases only. It points at some features that are found in many hits, but ignores the possibility that these features characterize many flops as well.

I bought this book because it was already popular, a behavior predicted early in the book itself. Having said that, I thoroughly enjoyed it. It’s well written, witty, very energetic, and thoroughly researched. I’d share it on my Twitter feed if I had more than eight followers. (The good news from Thompson is that I’m not alone.)The question of what drives hitdom can be esoteric to the point of incomprehension when the psycho-sociologists wrestle with it, or dry as burnt toast when the statisticians do. Thompson, however, addresses the question anecdotally, using facts and figures to fill in the blanks. The result makes for very relatable reading.As a sexagenarian who lived in China for much of the last decade I have to admit that some of his cultural references were totally lost on me, but that’s certainly not the author’s fault. We learn at many levels concurrently and this book taught me a lot.I particularly liked the section devoted to the debunking of the myth that anything really goes viral on the Internet. It makes sense. Far better to be friends with Kim Kardashian, if you want to be famous, than it is to think you’re going to come up with the world’s cleverest meme.And someone finally gave us the full story on the historic success of Fifty Shades of Grey, although he kept to the marketing issues and wisely didn’t try to explore the deeper issue of why that content was so enthusiastically received. And, yes, I did read it. As a devout reader I felt I had to, given its incredible success. That, too, was predicted by Thompson.If you are trying to market yourself as an artist or author Hit Makers is a must read plus. It’s filled with money quotes. Here’s one: “Publicly, people often talk about issues. Privately, they talk about schedules. Publicly, they deploy strategic emotions. Privately, they tend to share small troubles. Publicly, they want to be interesting. Privately, they want to be understood.”Following the laws of Pareto, authors typically spend most of their time on the first and last paragraphs of a book. Between those bookends, some books start strong and lose steam. Others pick up momentum as they go. This one follows the latter trajectory and is well worth the reader’s investment and patience.

Interesting read and it certainly had some insights. Worth the effort for anyone marketing/selling products that need to stand out in a world of competitive and similar items, i.e., books, music, movies, etc. Could have benefited from tighter editing; the book tends to ramble a bit, never seems to present a definitive approach to maximizing one's chances of having a hit. Granted, it's a soft and squishy target but the author would have done well to bring his discoveries together into a "best practices approach" to maximizing the chances of success.

The first 3 chapters of this book were good and got me hooked (particularly about industrial design with Raymond Loewy and speech-writing with Jon Favreau). However, the first 3 chapters pretty much said it all. I particularly enjoyed chapter 2 on Raymond Loewy, his story was really fascinating, and I do wish that the author had devoted even more pages to this famous industrial designer (likely this chapter appealed to me because of the engineering aspect--yes, that "familiarity" or “aha” moment). The rest of the chapters were pretty much a rehash and overemphasis on concepts already introduced in the first 3 chapters.Around chapter 3 though, the book started to be less interesting (except for the part on speechwriting).The other reviewers who mentioned that the book seemed to heavily emphasize on the music industry were right. The book had a mix of too much detail/minutiae devoted to people in the music industry and certain songs (certain paragraphs would be listing song after song after song). And then the book would sometimes have stories that just didn't have enough detail (see paragraphs below). I would’ve actually liked to hear more about Savan Kotecha! And I’m not a music person, but it sounded like that his story had an interesting beginning, and we just didn’t get to read the complete story. It almost appeared that the book was made up of a collection of the author's notes taken on interviews that he had with a person.However, most of the topics—save for the first two chapters—are severely lacking in critical analysis. That I would have been fine with—since some authors prefer not to influence the readers—but then at least present the full details of each story that is being told so that the readers may decide for themselves how to analyze the situation. But this story appeared to be trying to do too many things at once, instead of focusing on being good at a couple of industries.Like the ESPN example the author gave in his book, he should focus on trying to be very good at a couple things than trying to hit a bunch of different industries. My suggestion for the author would be to refocus his attention on the two areas that he emphasized heavily on—namely, screenwriting, songwriting, and news media (my personal preference would have been an emphasis on engineering and science, but the author’s coverage of the entertainment and news media industries makes it seem like he’s more comfortable with those areas).I was very interested in the chapter concerning why certain books are a hit—like Fifty Shades of Grey—and I loved the part dedicated to John Snow on epidemiology with regards to analogizing “viral” outbreaks with popularity/broadcasting. But again, the examples seemed to be lacking in sufficient detail to tie it cleanly in with what might’ve caused that “viral” popularity. We can only rely on the author’s assessment of the situation to provide any sort of guidance on that; but readers are not provided with enough data to determine whether his assessment appears to be fairly accurate or not.Another example: why mention that Microsoft hires the most anthropologists behind the government, and then not even mention about how those anthropologists are used in Microsoft’s research? Again, an unfinished storyline.And as a side note, I really did not like the interludes. They were just not that interesting at all, and added almost nothing of value to the book (though the interlude on how teenagers’ brains are really hardwired differently, which explains why their judgment is bad, was an interesting note).Overall, the book seemed to be a collection of unfinished thoughts and storylines, or some stories that just dragged on too long, or just didn’t provide enough research data for the reader to be able to make some type of independent analysis from it. It’s a shame, because the author appeared to have spent a lot of time interviewing people and doing a fair amount of research, but just couldn’t quite figure out how to put all the pieces together into a cohesive analysis or writing. A good effort, and the first 3 chapters were worth reading, but the rest of the chapters were a little too drawn out to explain simple concepts.

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