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Made to stick : why some ideas survive and others die

Author: Chip Heath; Dan Heath
Publisher: New York : Random House, ©2007.
Edition/Format:   Book : English : 1st edView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Chip Heath; Dan Heath
ISBN: 1400064287 9781400064281 0739341340 9780739341346
OCLC Number: 68786839
Description: 291 p. ; 22 cm.
Contents: Introduction: What sticks? --
1. Simple --
2. Unexpected --
3. Concrete --
4. Credible --
5. Emotional --
6. Stories --
Epilogue: What sticks.
Responsibility: Chip Heath & Dan Heath.
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Abstract:

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.

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