Made to Stick

Book Cover: Made to Stick

What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd 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, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.

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Right after being born in Saudi Arabia, I was taken to the Callen house. Since then, Bryan and I have travelled the world with our Citibank fathers and somehow ended up in LA together. There we'd run into each other at family gatherings and do something that no one else in LA seemed to be doing: we talked about books. Since Bryan was kind of a big deal, Hunter and Bryan hatched a scheme to use his podcast to get on their favorite authors and professors. Out of that evolved Mixed Mental Arts and this tribe. For me, the marriage of entertainment and education is a return to how things used to be before our culture split story into two separate things. It's exciting to be able to build on the work Katie O'Brien and I did for The Straight-A Conspiracy and expand it out to every area of life. While I play a series of roles in the Mixed Mental Arts community (including Shitty Dutch Uncle and Bryan's #1 fan) my favorite role is as Toto who pulls back the curtain and let's the world see that there are no wizards...only men and women who try and puff themselves up to seem important.