Urban legends stick. The Golden Rule sticks. But the last
PowerPoint presentation you saw didn't stick. Why do some ideas
stay with you and others you have to struggle to remember? And can we
learn something useful from seeing what ideas do survive? This is what
the authors of Made to Stick: Why Some Ideas Survive and Others Die set
out to discover.
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In the book, they reveal that sticky ideas of all kinds share six
common traits: they are simple, unexpected, concrete, credible,
emotional and tell a story. The book examines case studies of a variety
of effective initiatives that make use of the six principles of
stickiness.
The authors, Chip and Dan Heath, explain their theory of stickiness
with humour and intelligence, and attempt to guide readers such that
they, too, can apply the theory to their own communications practices.
By Chip and Dan Heath. Published by Random House. For more
information visit www.atrandom.com.
COPYRIGHT 2007 Society of Management Accountants of
Canada Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
Copyright 2007, Gale Group. All rights
reserved. Gale Group is a Thomson Corporation Company.
NOTE: All illustrations and photos have been removed from this article.