‘Made to Stick: Why Some Ideas Survive and Others Die’

Urban legends, conspiracy theories and bogus public health scares circulate effortlessly. Meanwhile, people with important ideas such as businesspeople, teachers and politicians struggle to make their ideas stick. Why do some ideas thrive while others die, and how can we improve the chances of a worthy idea?

Educators, idea collectors and brothers 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.

Using success stories and failures “Made to Stick,” aims to change the way people communicate ideas by using six key traits.

From a Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers to an elementary school teacher whose simulation actually prevented racial prejudice, “Made to Stick” shows the vital principles of winning ideas and tells us how we can apply these rules to making our own messages stick.

“Made to Stick” is available at www.800ceoread.com for $13.99.