Product Description: The goal of this volume is to explore the social and political dynamics of rumor and the related concept of urban or contemporary legend. These forms of communication often appear in tandem with social problems, including riots, racial or political violence, and social and economic upheavals...read more

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? Educators and idea collectors Chip and Dan 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 fast-paced tour of success stories (and failures), 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. This book that will transform the way you communicate ideas.--From publisher description.Introduces six key principles that help make messages memorable--simplicity, unexpectedness, concreteness, credibility, emotions, and stories--and explains how to incorporate each of these factors into the creative thought process.

Product Description: Paperback Publisher: Random House US (March 1, 2013) Language: English ISBN-10: 0385349394 ISBN-13: 978-0385349390 Product Dimensions: 5.5 x 1 x 8.2 inches Shipping Weight: 14.1 ounces