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.
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