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Wednesday, December 13, 2006

Made to Stick

Scott Underwood, correspondent at IDEO, sends along his view of the forthcoming Made to Stick: Why Some Ideas Die and Others Survive , by Chip Heath and Dan Heath. The question is a useful one:
" ... 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. Inside, the brothers Heath reveal the anatomy of ideas that "stick" and explain sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating "curiosity gaps." ..."
Made to Stick website (with a lengthy excerpt).

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