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Brothers Chip Heath and Dan Heath are the co-authors of Made to Stick: Why Some Ideas Survive and Others Die.   The book has been featured in Time, U.S. News & World Report, People, Fast Company, Inc., on The Today Show, on NPR's Morning Edition, and in many other publications.

Ever wonder why do some ideas stick easily and others struggle?  And what can we learn from the ideas that do make it?

The co-authors and brothers, Chip Heath—a professor at Stanford Business School—and Dan Heath—a corporate education consultant at Duke, studied the design of ideas.  They analyzed history lessons, corporate mission statements, public health campaigns, marketing campaigns, and everything in-between.  In their book MADE TO STICK: Why Some Ideas Survive and Others Die they reveal their findings:  Sticky ideas of all kinds share six common traits: They are Simple, Unexpected, Concrete, Credible, Emotional Stories.  

Tune in to Marketing Matters LIVE! to hear how the book got started, learn to make your own ideas sticky, and ask your own questions of these dynamic authors with our call-in feature.
For more information about the book and authors or to purchase the book visit, www.madetostick.com.

The first FIVE callers will receive a free autographed book.  If you aren’t able to dial in the day of the show, please email your questions prior to the show, radio@ama.org.

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