000			01736nam a2200301Ia 4500
001			2427
008			230305s2007 xx 000 0 und d
020			_a9781400064281
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aMade to stick
260			_bRandom House, _c2007
300			_a291 p. ; 22 cm.
500			_awhy some ideas survive and others die
520			_aUrban 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.
630			_aHM SOCIOLOGY _91301
650			_aSocial psychology _96342
650			_aContagion (Social psychology) _910680
650			_aContext effects (Psychology) _910681
700			_aHeath, Dan _eAuthor _910682
700			_aHeath, Chip _eAuthor _910683
902			_a496
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781400064281.jpg
942			_a1 _2ddc
999			_c2332 _d2332