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Made to Stick: Why Some Ideas Survive and Others Die, by Chip Heath

1. Pay attention: UNEXPECTED 2. Understand and remember it: CONCRETE 3. Agree/Believe: CREDIBLE 4. Care: EMOTIONAL 5. Be able to act on it: STORY

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Made to Stick: Why Some Ideas Survive and Others Die

Made to Stick: Why Some Ideas Survive and Others Die

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