Made to Stick Why Some Ideas Survive and Others Die by Chip Heath & Dan Heath

NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive why others die and how to improve your ideas chancesessential reading in the fake news era. Mark Twain once observed A lie can get halfway around the world before the truth can even get its boots on. His observation rings true Urban legends conspiracy theories and bogus news stories circulate effortlessly. Meanwhile people with important ideasentrepreneurs teachers politicians and journalistsstruggle to make them s