Coauthors (and brothers) Chip and Dan Heath – a Stanford Business School professor and an education entrepreneur respectively – spent a decade disassembling and trying to understand the inner workings of memorable, persuasive ideas, no matter what kind of packages they came in.
They studied political speeches, urban legends, news reports, management directives, and marketing messages like Subway's – not to mention culture-crossing proverbs, the various fables of Aesop, and the many soups of chicken (for the soul).
It didn't matter whether the ideas themselves were good or bad, just that they'd "stuck." (Not only is the Great Wall of China not the sole man-made structure visible from space; it isn't visible from space at all. And still...)
What the Heaths discovered was that the stickiest ideas, regardless of intrinsic merit, had a lot in common. Or, more accurately, the ways they were presented had a lot in common.
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