Made to Stick by Chip & Dan Heath

According to Chip Heath and Dan Heath, in order for an idea to stick, it has got to make the audience pay attention, understand and remember it, agree or believe it, care about it and be able to act on it. This book answers the question “Why do some ideas succeed while others fail?” How could a false idea displace a true one? What made some ideas more viral than others?

There are six principles to make an idea stick. They are simplicity, unexpectedness, concreteness, credibility, emotions and stories. These are the principles of successful ideas.

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