Made to Stick

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What is this course about?

Book Club
Called “essential reading in a fake news era”, this book dives deep into what makes some ideas survive and others die. The Heath brothers reveal the six traits that are part of all truly revolutionary ideas, across all industries. They show us why ideas are popular, regardless of whether or not they are true.  A fascinating read for teachers, marketers, writers, and more, this book is full of valuable advice for anyone with a desire to inspire others. And it is especially valuable for entrepreneurs looking for powerful ways to communicate their message to the world. Using the six tools developed by the Heath brothers will help your message reach far and wide no matter what your profession is. In this Book Club discussion we will cover: • Why we love this book at Alpe • The 6 traits of sticky ideas • How they can be applied to your own business


Ever had the stressful experience of having to present a new idea at work? Or even to your friends?

If you have, you know that there is always that moment - just a split second - when you’re not sure if your audience will love it or be completely unimpressed. Well, is there a way to actually predict whether your idea will stick or not?

This was the question bugging the Heath brothers. What causes some ideas to survive and others to die? The question that caused the book Made to Stick to be born. 

And it turns out there isn’t just one answer to this question. There are actually six. And in their book, the Heath brothers go through each of the traits which give an idea a high chance of surviving. They are:

• Simple
• Unexpected 😮
• Concrete 🧱
• Credible 📚
• Emotional 😭
• Stories 📖

Never present a mediocre idea again! Join our book club to hear how all these traits can help your ideas spread far and wide...

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Courses Authors

Chip Heath

Professor at Stanford School of Business

Dan Heath

Senior Fellow at Duke University CASE center

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