" His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. " Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas?

In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Made to Stick is a book that will transform the way you communicate ideas. It's a fast-paced tour of success stories (and failures)--the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of "the Mother Teresa Effect"; the elementary-school teacher whose simulation actually prevented racial prejudice.

From the Hardcover edition.