Made to Stick : Why some ideas take hold and others come unstuck

A NEW YORK TIMES AND INTERNATIONAL BESTSELLER

''This book is a gift to anyone who needs to get a message across and make it stick.'' New Statesman

''Smart, lively . . . such fun to read.'' Guardian
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Mark Twain once observed, ''A lie can get halfway around the world before the truth can even get its boots on.'' His observation rings true: urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas - entrepreneurs, teachers, politicians, and journalists - struggle to make them ''stick''.

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain how to make ideas stickier, such as applying the Velcro Theory of Memory, using the human scale principle and creating curiosity gaps. Along the way, they reveal that sticky messages of all kinds - from the infamous ''kidney theft ring'' hoax, to a coach''s lessons on sportsmanship, to a vision for a new product at Sony - draw their power from the same six traits.

Made to Stick reveals the vital principles behind winning ideas - and tells us how we can apply these rules to making our own messages stick. It will transform the way you communicate.
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''An entertaining, practical guide to communication.'' Financial Times

''This is great for anyone planning a speech or trying to get their message across at work.'' Psychologies

''The Heaths push beyond what sounds like it should work and explain why it actually does.'' Time Magazine

''Anyone interested in influencing others . . . can learn from this book.'' Washington Post