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Made to Stick

Why Some Ideas Survive and Others Die

By Chip Heath and Dan Heath
15-minute read
Audio available
Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath

Made to Stick explains why some ideas become popular, while others wither and die.

The book lays out the most important characteristics of “stickiness”; that is, what makes ideas “stick” in the mind, and how to make them work for you.

  • Anyone with an idea to share
  • Anyone interested in why some ideas catch on and others don’t
  • Every film director, advertising executive, NGO worker and so on.

Chip Heath is a professor of organizational behavior at Stanford University. He holds a BSc in industrial engineering and a PhD in psychology.

His brother Dan Heath is an academic, consultant and founder of the publishing company Thinkwell, which takes a new, didactic approach to writing textbooks.

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