The Heath brothers reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the “Velcro Theory of Memory” and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds – from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony – draw their power from the same six traits. This book will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening and often surprisingly funny, this book shows us the vital principles of winning ideas – and tells us how we can apply these rules to making our own messages stick.