Made to Stick

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NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the fake news era. 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 ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover 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 will transform...

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