A NEW YORK TIMES AND INTERNATIONAL BESTSELLERThis book is a gift to anyone who needs to get a message across and make it stick. New StatesmanSmart, lively . . . such fun to read. GuardianMark 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 news stories circulate effortlessly. Meanwhile, people with important ideas entrepreneurs, teachers, politicians, and journalists struggle to make them stick.In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain how to make ideas stickier, such as applying the Velcro Theory of Memory, using the human scale principle and creating curiosity gaps. Along the way, they reveal that sticky messages of all kinds from the infamous kidney theft ring hoax, to a coachs lessons on sportsmanship, to a vision for a new product at Sony draw their power from the same six traits.Made to Stick reveals the vital principles behind winning ideas and tells us how we can apply these rules to making our own messages stick. It will transform the way you communicate.An entertaining, practical guide to communication. Financial TimesThis is great for anyone planning a speech or trying to get their message across at work. PsychologiesThe Heaths push beyond what sounds like it should work and explain why it actually does. Time MagazineAnyone interested in influencing others . . . can learn from this...

Binding: Paperback;336 pages; Publisher: TBS-Penguin Random House Wholesale; Classification: JFCX; Weight: 358 g; Dimensions: 196 x 125 x 22

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