By Chip Heath and Dan HeathWhat makes us believe some theories and trust some people? Urban legends, conspiracy theories, and bogus health scares have just enough truth and believability to live forever. The Heaths explain why interesting, simple ideas have far more "stickiness" in our minds.
The Heaths believe in six key principles to make an idea unforgettable: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. These ideas are helpful to teachers, speakers, and anyone else who wants their ideas to not only be heard but remembered.
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