Made to Stick: Why Some Ideas Survive and Others Die

We mistakenly believe that changemaking and persuasion are only about getting someone’s attention by creating awareness of an issue or option, and then presenting people with rational arguments that will convince them to make choices we find desirable. But both the science and what we ourselves witness in the world around us prove otherwise.

your current best guesses — you’ll soon begin gaining real reader data, and having a hypothesis in hand will help you make the most of it. Of course, on its own, a brilliant scope is not enough. Your book’s contents also need to work. DEEP books vs. ineffective problem-solvers For a problem-solver to be recommended frequently enough to endure and g

We want surprise and suspense, but we also crave order and closure. The artistry of the mystery box is in the balance: give away too much and we’re bored, give away too little and we’re lost.

START WITH HUMAN NEEDS. Sometimes focusing on the underlying human emotion in a story or idea can help you see why it matters and how it connects with others. For example, the basic human need for belonging fuels many activities that people engage in online, from sharing their images on social media to joining online communities. RECOGNIZE THE OBVI