Made to Stick:

Some ideas lodge in memory while better ones vanish within a day, and Chip Heath and Dan Heath set out to explain the difference. Their framework describes the qualities shared by messages that survive retelling, illustrated through cases from advertising, teaching, journalism and public health. The argument stays practical: each principle arrives with examples of messages that worked, messages that failed, and methods for revising one into the other. The structure lets a reader apply a single idea without finishing the whole book first. Practical details: • A named framework for testing whether a message will be remembered • Cases drawn from business, education and public campaigns • Worked examples showing weak messages rebuilt • Chapter structure that supports selective reading Useful for marketers, teachers, founders, students and anyone who presents ideas for a living, and a steady seller on the communication shelf at Boipoka.