Made to Stick By Chip Heath & Dan Heath

Why do some ideas survive and others fade away? Made to Stick reveals the anatomy of memorable ideas through real-world examples and research. Chip and Dan Heath break down six principles—simplicity, unexpectedness, concreteness, credibility, emotion, and story—that make ideas stick in people's minds. Perfect for marketers, communicators, educators, and anyone who wants their message to resonate. Learn how to craft ideas that people remember, repeat, and act on. A practical guide backed by compelling case studies and actionable frameworks.

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