Made to Stick
Why Some Ideas Take Hold and Others Come Unstuck
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A bestselling communications book that helps ensure what you say is understood , remembered and, most importantly, acted upon
Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.