Made To Stick: Snapple, the KKK, and Making Ideas Credible

[transcript of video:]How do you get people to believe your ideas? Well, there's something we can learn from really sleazy ideas that catch on. For years, Snapple struggled to fight rumors that it supported the KKK. The idea was completely absurd—as one of the founders of Snapple said, "How could 3 Jewish boys from Brooklyn support the KKK?"But the rumor kept spreading because it had some "evidence" on its side. People would say, "Look at the label—there's an old wooden slave ship on the...