Ideas are here to stay - Chip Heath and Dan Heath

Why do certain ideas take hold while others die? How do we improve the chances of success of important ideas? These are the two most important points that the authors discuss, as they reveal the nature and structure of ideas that endure, and present proven methods to make those ideas survive, by violating the established traditional methods, creating “cases of curiosity,” and applying the “tangible is memorable” rule. Therefore, in order to circulate ideas to other people and make them entrenched in their minds, it is necessary to work within the boundaries of the rules that enabled other ideas to succeed, and to create new ideas, not new rules. These six rules are discussed in detail in the book, providing examples and models for their application. Regardless of your level of natural creativity, he will show how a simple, focused effort can make any idea stick. A sticky idea can always make a difference, and the six rules are the way to go.