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Made to Stick: Why Some Ideas Survive and Others Die Chip Heath and Dan Heath
 Description and Reviews From The Publisher: Why do some ideas change lives and minds, while others go in one ear and out the other? Made to Stick: Why Some Ideas Survive and Others Die describes the traits that link sticky ideas of all kinds, from urban legends to corporate mission statements to advertisements to proverbs. Why do people believe that Snapple supports the KKK? Why is Dell's mission statement so hideously boring? How do charities get donors to care about African poverty? How do professors get students to care about accounting? Why do Aesop's fables endure? And, finally, what links all these questions? Whether our goal is to familiarize customers with our products, or communicate with employees about where our organizations are going, we can learn a lot about making our own messages stick by considering why urban legends and rumors have so much SUCCESS in the social marketplace of ideas. Urban legends are: Simple Unexpected Concrete Credentialed Emotional Stories that Stick  Reader's Index Send us your favorite quotes or passages from this book. About the Authors Chip Heath is a Professor of Organizational Behavior in the Graduate School of Business at Stanford University. His research examines why certain ideas-- ranging from urban legends to folk medical cures, from Chicken Soup for the Soul stories to business strategy myths—survive and prosper in the social marketplace of ideas. These "naturally sticky" ideas spread without external help in the form of marketing dollars, PR assistance, or the attention of leaders. Dan Heath is a Director at Duke Corporate Education, the world’s #1 provider of custom executive education (as ranked by BusinessWeek and the Financial Times). His roles include developing and designing curriculum, teaching, and working closely with clients to ensure their business outcomes are met. He has worked with clients such as Microsoft, Wal-Mart, BAE Systems, and Brown Brothers Harriman. Table of Contents
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