ISBN Made to Stick book English Paperback 336 pages

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 theoutsideof the stadium
- how pitches like 'Jawson a spaceship' (Alien) and 'Die Hardon 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 Stickuses cutting-edge insight to help you ensure that what you say is
understood
,
remembered
and, most importantly,
acted upon.