Made to Stick - Chip Heath, Dan Heath
Why some ideas survive and others die
KORTE INHOUD
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.
