Why do some ideas survive and others die?
The Heath brothers spent ten years studying how things that stick, tick, in this intellectual prequel to The Tipping Point. Why can you remember a complicated urban myth, but not a complicated fact? How did high-concept pitches like "Jaws on a spaceship" (Alien) get the tick of approval based on almost no information?
Glued together with compelling case histories and absorbing anecdotes, this book also presents a surprisingly simple step-by-step guide to getting around the 'Curse of Knowledge' by using clever strategies like the 'Velcro Theory of Memory' and 'curiosity gaps'. Whether as parent, employee or friend, your ideas will truly fly – and stick!