Made to Stick: Why some ideas take hold and others come unstuck

by Chip Heath

Mysteries exist wherever there are questions without obvious answers.

Mystery property

What makes something “concrete”? If you can examine something with your senses, it’s concrete.

Concrete

The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.

Make association

Caples says companies often emphasize features when they should be emphasizing benefits.

Company pitch

If the WIIFY was that algebra made students better at video games, would any teacher hesitate to say so?

Get attention