Express Levering Made to Stick – Chip Heath, Dan Heath

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 br…