Table of contents for Made to stick : why some ideas survive and others die / Chip Heath & Dan Heath.


Bibliographic record and links to related information available from the Library of Congress catalog
Note: Electronic data is machine generated. May be incomplete or contain other coding.


Counter
INTRODUCTION
WHAT STICKS?
3
Kidney heist. Movie popcorn Sticky = understandable, memorable, and ef-
fective in changing thought or behavior. Halloween candy, Six principles:
SUCCESs. The villain: Curse of Knowledge. It's hard to be a tapper. Creativity
starts with templates.
CHAPTER 1
SIMPLE
25
Commander's Intent. THE low-fare airline. Burying the lead and the inverted
pyramid. It's the economy, stupid. Decision paralysis. Clinic: Sun exposure.
Names, names, names,ndnames. Simple = core + compact. Proverbs. The Palm
Pilot wood block. Using what's there. The pomelo schema. High concept: Jaws
on a spaceship. Generative analogies: Disney's "cast members."
CHAPTER 2
UNEXPECTED
63
The successful flight safety announcement. The surprise brow. Gimmicky sur-
prise and "postdictability." Breaking the guessing machine. "The Nordie
who . . ." "No school next Thursday." Clinic: Too much on foreign aid? Saturn's
rings. Movie turning points. Gap theory of curiosity. Clinic: Fund-raising. Prim-
ing the gap: NCAA football Pocketable radio. Man on the moon.
CHAPTER 3
CONCRETE
98
Sour grapes. Landscapes as eco-celebrities. Teaching subtraction with less ab-
straction. Soap-opera accounting, Velcro theory of memory. Brown eyes, blue
eyes. Engineers vs. manufacturers. The Ferraris go to Disney World. White
things. The leather computer, Clinic: Oral rehydration therapy. Hamburger
Helper and Saddleback Sam.
CHAPTER 4
CREDIBLE
730
The Nobel-winning scientist no one believed. Fiesh-eating bnanans. Authority
and antiauthority. Pam Laffin, smoker. Powerful details. Jurors and the Darth
Vader toothbrush. The dancing seventy-three year old. Statistics: Nuclear war
heads as BBs. The human-scale principle. Officernates as a soccer team
Clinic: Shark attack hysteria. The Sinatra Test. Transporting Bollywood  ovies.
Edible fabric. Where's the beef? Testable credentials. The Emotional Tank
Clinic: Our flawed intuition. NBA rookie camp.
CHAPTER 5
EMOTIONAL
765
The Mother Teresa principle: If I look at the one, I will ac. Beating smoking with
the Truth. Semantic siretch and why unique isn't unique Reclaiming "sports-
manship." Schlocky but masterful mail-order ads. Wi FY. Cable television in
Tempe. Avoiding Mas ow's basement. Dining in Iraq. The popcorn popper and
political science. Clinic: Why study algebra? Don't mess with Texas. Who cores
about duo piano? Creating empathy.
CHAPTER 6
STORIES
204
nTe day the heart monitor lied. Shop talk at Xerox. Helpful and unhelpful visu-
alizations. Stories as flight simulators. Clinic: Dealing with problem  students.
Jared, the 425-pound fast-food dieter. Spotting inspiring stories. The Chal-
lenge Plot. The Connection Plot. The Creativity Plot. Springboard stories at the
World Bank: A health worker in Zambia. How to make presenters angry with
stories.
EPILOGUE
WHAT STICKS
238
Nice guys finish last. Elementary, my dear Watson. The power of spoiting.
Curse of Knowledge again. Pay attention, understand, believe, care, and act.
Sticky problems: symptoms and solutions. John F Kennedy versus Floyd Lee.



Library of Congress subject headings for this publication: Social psychology, Contagion (Social psychology)Context effects (Psychology)