Made to Stick

This book by Chip Heath and Dan Heath came up once on Tim Ferriss in the episodes we index. That mention was a genuine on-air recommendation, not just a passing reference. The people who brought it up: Eric Cressey. Every occurrence below links to the episode page and to the exact second it was said on YouTube.

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas--business people, teachers, politicians, journalists, and others--struggle to make their ideas "stick." Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions.