02042cam a2200301Ii 4500 ocn277046059 OCoLC ta 210505r20082007nyu b 001 0 eng d 2006046467 9781400064281 1400064287 (OCoLC)277046059 (OCoLC)313750687 (OCoLC)970802991 HM1033 .H43 2008 Heath, Chip. Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath. New York : Random House, 2008. 322 p. Reprint. Originally published: 2007. Includes bibliographical references and index. Introduction: what sticks? -- Simple -- Unexpected -- Concrete -- Credible -- Emotional -- Stories -- Epilogue: What sticks -- Sticky advice -- Making ideas stick: the easy reference guide -- Notes -- Acknowledgments -- index. 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." Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? Educators and idea collectors 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." In this fast-paced tour of success stories (and failures), 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. This book that will transform the way you communicate ideas.--From publisher description. Social psychology. Contagion (Social psychology) Context effects (Psychology) Heath, Dan, 1973- lcc BK 0 0 0 0 PNLIB PNLIB GEN 2021-06-17 HM1033 .H43 2008 PNLIB21062515 2021-06-17 2021-06-17 BK 2702 2702