Made to Stick: Why Some Ideas Survive and Others Die

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We can observe that ideas based on false conspiracy theories and hoaxes stick to the people more easily than good ones. In this book the Heath brothers take on this phenomenon and tackle it with utter brilliance. They analyse different ideas that are more stickier. All of them have six traits in common. Slowly and steadily the book defines all these six traits and helps in making ideas stickier. Your idea won’t work until it sticks.

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