Description

This book explores why some ideas thrive while others fail, and how to improve the chances of worthy ideas. Authors Chip and Dan Heath reveal the anatomy of ideas that stick and explain methods to make ideas stickier, such as applying the "human scale principle," using the "Velcro Theory of Memory," and creating "curiosity gaps." It shows that sticky messages, from hoaxes to lessons on sportsmanship or new product visions, share six common traits, and provides principles for applying these rules to communication.