Why, in today’s chaotic media climate, do conspiracy theories, abject falsifications and urban legends circulate effortlessly throughout the country while most businesses struggle to make their ideas “stick”? In their popular 2007 book Made to Stick, educators and idea collectors Chip and Dan Heath employ a wealth of anecdotes, case studies and data to discover what makes some ideas last and others fade away within the week. Using this information, they create a compelling set of principles that can be used by anyone seeking to make a lasting mark on the world.