Summary
Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas--business people, teachers, politicians, journalists, and others--struggle to make their ideas "stick." Why do some ideas thrive while others die? And how do we improve t... Full description
- Introduction: What sticks?
- 1. Simple
- 2. Unexpected
- 3. Concrete
- 4. Credible
- 5. Emotional
- 6. Stories
- Epilogue: What sticks.