why some ideas survive and others die Heath, Chip. creator Heath, Dan 1973- text bibliography Print books. nyu New York Random House c2007 2007 1st ed. monographic eng

print

291 p. ; 22 cm. 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? Educators and idea collectors Chip and Dan 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." In this fast-paced tour of success stories (and failures), we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits. This book that will transform the way you communicate ideas.--From publisher description. Introduction: What sticks? -- 1. Simple -- 2. Unexpected -- 3. Concrete -- 4. Credible -- 5. Emotional -- 6. Stories -- Epilogue: What sticks. Chip Heath & Dan Heath. Includes bibliographical references (p. [259]-276) and index. Social psychology Contagion (Social psychology) Context effects (Psychology) HM1033 .H43 2007 9781400064281 2006046467 DLC 060504 20161207090118.0 14364007