Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck

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SKU: 9780099505693 Categories: , , Tags: , , , , , GTIN: 9780099505693

Product Description

Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts?

Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows:

– how an Australian scientist convinced the world he’d discovered the cause of stomach ulcers by drinking a glass filled with bacteria

– how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium

– how pitches like ‘Jaws on a spaceship’ (Alien) and ‘Die Hard on a bus’ (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project

As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the ‘Velcro Theory of Memory’ and ‘curiosity gaps’, it offers superbly practical insights.

Made to Stick uses cutting-edge insight to help you ensure that what you say is understoodremembered and, most importantly, acted upon.

Additional information

Weight 0.242 kg
Dimensions 20 × 13 × 2 cm
Author

Chip Heath, Dan Heath

Condition

Good, Preowned

Language

English

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