Why does fake news stick while the truth goes missing? Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts? Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows: - how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria - how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium - how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights. Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon.

In this guide, the authors shows that sticky messages of all kinds - from the infamous 'kidney theft ring' hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony - draw their power from the same six traits. 'Made to Stick' presents success stories (and failures) - the scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of 'the Mother Teresa Effect'; the elementary-school teacher whose simulation prevented racial prejudice. It brings the principles of winning ideas - and tells how apply these rules to making a messages stick.