![]() ![]() The Heath brothers use real-world examples and a somewhat informal tone to assist their readers in applying the six principles of “stickiness” ( Simple, Unexpected, Concrete, Credible, Emotional, Stories: SUCCESS) necessary for effective concept retention. Taken from the perspective of what makes an idea stick, this book analyzes and presents effective delivery methods to increase the retention of concepts or ideas. Chip, a professor at Stanford University, researches the longevity of “bad ideas” and Dan, co-founder of Thinkwell, a start-up publishing company, works with his team to determine the best ways to teach difficult subjects. Made to Stick combines the research of two brothers, Chip and Dan Heath, who each study message delivery methods but from different perspectives. ![]()
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