Mark Twain once observed, "A lie can get halfway around the world before the truth
can even get its boots on." His observation rings true: Urban legends, conspiracy theories,
and bogus public-health scares circulate effortlessly. Meanwhile, people with important
ideas—businessmen, educators, 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? Accomplished educator and idea collector Dan Heath tackles these vexing questions
head on. Uncover the anatomy of ideas that stick, and hear sure-fire methods for making
ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating
"curiosity gaps." Provocative, eye-opening, and funny, "Made to Stick" illustrates the
principles of successful ideas at work—and how you can apply these rules to transform
the way you communicate ideas and make your own messages stick.
Made to Stick is brought to you through the generous support of KaufmanHall, Skokie, IL.