01575cam a22002294a 45000010009000000050017000090080041000260200015000670200018000820400013001000820022001131000016001352450085001512500012002362600036002483000021002845200934003056500023012396500034012626500033012967000016013291436400720170102113116.0060504s2007    nyu      b    001 0 eng    a1400064287  a9781400064281  cPK-LaUMT00a302.13222bHEA-M1 aHeath, Chip10aMade to stick :bwhy some ideas survive and others die /cChip Heath & Dan Heath  a1st ed.  aNew York :bRandom House,c2007  a291 p. ;c22 cm.  aUrban 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. 0aSocial psychology. 0aContagion (Social psychology) 0aContext effects (Psychology)1 aHeath, Dan,