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 “organ theft ring” hoax to a coach’s lessons on sportsmanship to a product vision statement from Sony-draw their power from the same six traits. Inside, the Heath brothers reveal the anatomy of ideas that “stick” and explain sure-fire methods for making ideas stickier, such as violating schemas, 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-businessmen, educators, 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. “For anyone with good ideas who wants to capture an audience.” It was named to several “best of the year” lists and was selected as one of the best 100 business books of all time. Made to Stick made the New York Times and Wall Street Journal bestseller lists and was retired from the BusinessWeek list after a 24-month run.

It’s been translated into Arabic, Bulgarian, Croatian, Dutch, and 25 other languages. Since its release in 2007, Made to Stick has become popular with managers, marketers, teachers, ministers, entrepreneurs, and others who want to make their ideas stick. “It will join The Tipping Point and Built to Last as a must-read for business people.”

Made to stick