Made to Stick

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This instant classic explores why some ideas thrive while others fade away, offering essential insights for today's "fake news" era. Mark Twain's observation that "A lie can get halfway around the world before the truth can even get its boots on" highlights the ease with which misinformation spreads. In contrast, those with valuable ideas—entrepreneurs, educators, politicians, and journalists—often struggle to make their messages resonate. The authors reveal the anatomy of "sticky" ideas and provide strategies to enhance their stickiness, including the human scale principle, the Velcro Theory of Memory, and curiosity gaps. Throughout the narrative, we learn that effective messages, from urban legends to impactful lessons in sportsmanship, share six common traits. The book is a fast-paced exploration of both success stories and failures, featuring examples such as a Nobel Prize-winning scientist's bold experiment with bacteria and charities leveraging the Mother Teresa Effect. With a blend of provocation, humor, and eye-opening insights, the authors illuminate the principles behind compelling ideas and guide readers in applying these rules to ensure their own messages resonate.