Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.” Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”In this indispensable guide, we discover 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 is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning 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 actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.

The 800-CEO-READ Business Book Awards 2007
Amazon's Best Books of 2007 - Business
Fast Company: The Best Business Books of 2007
The best business books of 2007 @ Miami Herald
The Business Owner's Bookshelf

The Back of the Napkin: Solving Problems and Selling Ideas with Pictures by Roam, Dan
The Tipping Point: How Little Things Can Make a Big Difference by Gladwell, Malcolm
What Got You Here Won't Get You There: How Successful People Become Even More Successful by Goldsmith, Marshall

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Normal people, with normal jobs, with great ideas that STICK. This is the premise of this well-written book about how and why some ideas work, and others fail. As someone who works with non-profits, I enjoyed this book alot, especially in light of its simplicity in presentation and ideas to assist in GETTING to a "sticky" idea - one that will work for whatever your aim may be. Lots of good tips, with great examples. Probably a bit on the dry side if you're not interested in marketing, but I enjoyed it very much. Lots of useful information that I will take with me.