Made to Stick

Chip Heath & Dan Heath


Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas – business people, teachers, politicians, journalists, and others – struggle to make their ideas “stick.” How do we improve the chances of worthy ideas?

Chip a professor at Stanford's business school, Dan a teacher and textbook publisher-offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"-that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe?

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