The Book

“Difference between an expert and a novice is the ability to think abstractly.”

“Researchers get excited about making products that are complex and sophisticated – while customers generally seek out products that are easy and reliable.”

“Companies often emphasize features when they should be emphasizing benefits.”

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 as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”… 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.

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