MADE TO STICK

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 hed 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 the outside of the stadium- how pitches like Jaws on a spaceship (Alien) and Die Hard on a bus (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the projectAs 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 Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon.