The heath brothers' survey of successful ideas is wide-reaching (a great deal more than Gladwell's entertaining book), and the reader will recognize most of the case studies, which aids their main idea of stickiness. The Heath brothers go on to describe why numerous ideas have stuck in the collective mind: 'It's the economy stupid,' 'Where's the beef,' the pocket radio, and that movie popcorn has a more saturated fat than you want to know. the man who gets his kidney stolen from a stranger and ends up in a bath tub full of ice and a tube sticking out of his back), and explains why that idea sticks and why others don't.

The book starts off with those ubiquitous urban legends we've all heard (i.e. It's a good read for those who are interested in the psychology of marketing and even the concept of communication in general, but actual marketers will find it difficult to get a lot of practical methods out of the book. This interesting book elaborates on 'The Tipping Point' by Gladwell and uses a similar writing style to get across its reasons why some ideas stick and why others don't. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas and tells us how we can apply these rules to making our own messages stick. It includes a fast-paced tour of success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass full of bacteria to prove a point about stomach ulcers, the charities who make use of 'the Mother Teresa Effect', and the elementary school teacher whose simulation actually prevented racial prejudice. Made to Stick is a book that will transform the way you communicate ideas. In this indispensable guide, we discover that sticky messages of all kinds (from the infamous 'kidney theft ring' hoax to a coach's lessons on sportsmanship, to a new-product vision at Sony) draw their power from the same six traits. Inside, the brothers 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'. 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.

Meanwhile, people with important ideas (business people, teachers, politicians, journalists, and others) struggle to make their ideas 'stick'. 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.

Made to Stick by Chip Heath