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Why does fake news stick while the truth goes missing?

Why do disproved urban legends persist? How do you keep letting newspapers and clickbait sites lure you in with their headlines? And why do you remember complicated stories but not complicated facts?

Over ten years of study, Chip and Dan Heath have discovered how we latch on to information hooks. Packed full of case histories and incredible anecdotes, it shows:

- how an Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria

- how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium

- how pitches like 'Jaws on a spaceship' (Alien) and 'Die Hard on a bus' (Speed) convince movie execs to invest gigantic sums even when they know nothing else about the project

As entertaining as it is informative, this is a timely exploration of a fascinating human behaviour. At the same time, by demonstrating strategies like the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights.

Made to Stick uses cutting-edge insight to help you ensure that what you say is understood, remembered and, most importantly, acted upon. Their analysis is peppered with memorable stories, images and facts ... This book is a gift to anyone who needs to get a message across and make it stick * New Statesman * This is great for anyone planning a speech or trying to get their message across at work * Psychologies * The Heaths push beyond what sounds like it should work and explain why it actually does * Time Magazine * ... an entertaining, practical guide to effective communication. * Publishers Weekly * Smart, lively . . . such fun to read * Saturday Guardian *

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