<p><p>mark Twain Once Observed, &#8220;a Lie Can Get Halfway Around The World Before The Truth Can Even Get Its Boots On.&#8221; His Observation Rings True&#58; Urban Legends, Conspiracy Theories, And Bogus Public-health Scares Circulate Effortlessly. Meanwhile, People With Important Ideas&#8211;business People, Teachers, Politicians, Journalists, And Others&#8211;struggle To Make Their Ideas &#8220;stick.&#8221; <p>why Do Some Ideas Thrive While Others Die? And How Do We Improve The Chances Of Worthy Ideas? In <i>made To Stick</i>, Accomplished Educators And Idea Collectors Chip And Dan Heath Tackle Head-on These Vexing Questions. Inside, The Brothers Heath Reveal The Anatomy Of Ideas That Stick And Explain Ways To Make Ideas Stickier, Such As Applying The &#8220;human Scale Principle,&#8221; Using The &#8220;velcro Theory Of Memory,&#8221; And Creating &#8220;curiosity Gaps.&#8221;<p>in This Indispensable Guide, We Discover That Sticky Messages Of All Kinds&#8211;from The Infamous &#8220;kidney Theft Ring&#8221; Hoax To A Coach&#8217;s Lessons On Sportsmanship To A Vision For A New Product At Sony&#8211;draw Their Power From The Same Six Traits.<p><i>made To Stick </i>is A Book That Will Transform The Way You Communicate Ideas. It&#8217;s A Fast-paced Tour Of Success Stories (and Failures)&#8211;the Nobel Prize-winning Scientist Who Drank A Glass Of Bacteria To Prove A Point About Stomach Ulcers; The Charities Who Make Use Of &#8220;the Mother Teresa Effect&#8221;; The Elementary-school Teacher Whose Simulation Actually Prevented Racial Prejudice. Provocative, Eye-opening, And Often Surprisingly Funny, <i>made To Stick</i> Shows Us The Vital Principles Of Winning Ideas&#8211;and Tells Us How We Can Apply These Rules To Making Our Own Messages Stick.</p> <h3>the Washington Post - Barry Schwartz</h3> <p>&#8230; [the Authors] Have Written A Fine, Sticky Book -- One That Lays Out The Determinants Of Stickiness; Illustrates Them With Vivid Examples From Disparate Settings (e.g., Business, Education And Effective Social Movements); Warns Us Of Obstacles That Must Be Negotiated If Ideas Are To Be Sticky; And Provides A Set Of Idea Clinics, Examples Of Good Ideas Presented In Not So Good Ways, Along With Steps To Make Them Better.</p>