Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, 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 "human scale principle," using the "Velcro Theory of Memory," and creating "curiosity gaps."
In this indispensable guide, 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. Made to Stick is a book that will transform the way you communicate ideas. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick.