by Chip & Dan Heath
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American writer, educator, and entrepreneur in the field of consumer psychology and behavioral design (1980-)
Canadian businessman
Recommended by 10 notable people, including Nat Eliason and Sahil Lavingia
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Mark 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 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? 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…
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Recommended by 10 sources.
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