Made to Stick

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NEW YORK TIMES BESTSELLER - This instant classic explores why some ideas thrive while others fade, offering essential insights for the "fake news" era. Mark Twain noted that "a lie can get halfway around the world before the truth can even get its boots on," highlighting the ease with which misinformation spreads. In contrast, those with significant ideas—entrepreneurs, teachers, politicians, and journalists—often struggle to make their messages resonate. The authors reveal the anatomy of "sticky" ideas and provide strategies to enhance their stickiness, such as the human scale principle, the Velcro Theory of Memory, and curiosity gaps. Throughout, we learn that impactful messages, from urban legends to lessons in sportsmanship, share six key traits. This book transforms communication by showcasing success stories and failures, including a Nobel Prize-winning scientist's bold experiment on stomach ulcers, charities leveraging the Mother Teresa Effect, and an elementary-school teacher's simulation that combats racial prejudice. Provocative and often humorous, it reveals vital principles for crafting winning ideas and practical advice for making our own messages memorable.