EAN: 9780099505693

MADE TO STICK - CHIP HEATH DAN HEATH KARTONIERT...

What is that makes urban myths so persistent but many everyday truths so eminently forgettable?
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  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.

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