Made to Stick - Chip Heath

What is that makes urban myths so persistent but many everyday truths so eminently forgettable? Why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and MADE TO STICK is the fascinating outcome of their painstaking research. Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how high-concept pitches such as 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie executives to invest vast sums of money in a project on the basis of almost no information.

Tytuł: Made to Stick
Autor:

Chip Heath

Seria: Arrow Books
Data wydania: luty 2008
Wydawca: Random House UK Ltd
Liczba stron: 291
ISBN: 009950569X
EAN: 9780099505693
Wymiary: 198 x 130 x 23