Pay attention, understand, believe, care, and act. How to make presenters angry with stories. Springboard stories at the World Bank: A health worker in Zambia. STORIES 204 The day the heart monitor lied. Who cares about duo piano? Creating empathy. Clinic: Why study algebra? Don't mess with Texas. The popcorn popper and political science. Reclaiming 'sportsmanship.' Schlocky but masterful mail-order ads. Semantic stretch and why unique isn't unique. CHAPTER 5ĮMOTIONAL 165 The Mother Teresa principle: If I look at the one, I will act. CHAPTER 4ĬREDIBLE 130 The Nobel-winning scientist no one believed. Teaching subtraction with less abstraction. ' 'No school next Thursday.' Clinic: Too much on foreign aid? Saturn's rings. Gimmicky surprise and 'postdictability.' Breaking the guessing machine. UNEXPECTED 63 The successful flight safety announcement. Generative analogies: Disney's 'cast members.' CHAPTER 2 Burying the lead and the inverted pyramid. Sticky = understandable, memorable, and effective in changing thought or behavior. To Mom, for making us breakfast every day for eighteen years.

Printed in the United States of America on acid-free paper 6897 Designed by Stephanie Huntwork To Dad, for driving an old tan Chevette while putting us through college. Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath p. ISBN 978-1-4000-6428-1 Library of Congress Cataloging-in-Publication Data Heath, Chip. Random House and colophon are registered trademarks of Random House, Inc. Published in the United States by Random House, an imprint of The Random House Publishing Group, a division of Random House, Inc., New York. Made to stick : why some ideas survive and others die Chip Heath & Dan Heath Copyright © 2007 by Chip Heath and Dan Heath All rights reserved.

Dan heath made to stick