Made to Stick: Why Some Ideas Survive and Others Die

by Chip Heath & Dan Heath


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.”

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  • Learn why some ideas thrive while others never catch on-and how to create those ideas that “stick.”
  • Find out how to transform the way your organization communicates ideas by applying the “human scale principle,” using the “Velcro Theory of Memory” and creating “curiosity gaps.”
  • Discover the six principles of “sticky ideas” and learn how your organization can use them to create successful messages.
  • Learn why the Curse of Knowledge-or knowing too much-can interfere with your ability to create ideas using the six principles.


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