Idei cu lipici. De ce unele idei supravietuiesc iar altele pier

Why do some ideas last while others fade? Chip Heath and Dan Heath ask how ideas spread. They look at how ideas shape our thoughts and acts. They study urban legends, conspiracy theories, and health scares. Why do these reach so many people?

This nonfiction guide helps people share ideas well. It is for teachers, journalists, and those who own businesses. It is also for those in politics or advertising.

The authors lay out six traits that help ideas make sense. These traits help ideas stick in our minds and change our views. The authors use examples to help readers grasp their approach. They add exercises so readers can put it to use. This is the second edition, published in 2024.