RT Book, Whole DB /z-wcorg/ DS http://worldcat.org ID 68786839 LA English T1 Made to stick : why some ideas survive and others die A1 Heath, Chip., Heath, Dan,, PB Random House PP New York YR 2007 SN 1400064287 9781400064281 0739341340 9780739341346 AB 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.