| Introduction What Sticks? | | 3 | |
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| Sticky = understandable, memorable, and effective in changing thought or behavior |
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| The villain: Curse of Knowledge |
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| Creativity starts with templates |
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| | 25 | |
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| Burying the lead and the inverted pyramid |
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| The Palm Pilot wood block |
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| High concept: Jaws on a spaceship |
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| Generative analogies: Disney's ``cast members.'' |
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| | 63 | |
| The successful flight safety announcement |
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| Gimmicky surprise and ``postdictability.'' Breaking the guessing machine |
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| ``No school next Thursday.'' |
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| Clinic: Too much on foreign aid |
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| Priming the gap: NCAA football |
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| | 98 | |
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| Landscapes as eco-celebrities |
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| Teaching subtraction with less abstraction |
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| Engineers vs. manufacturers |
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| The Ferraris go to Disney World |
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| Clinic: Oral rehydration therapy |
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| Hamburger Helper and Saddleback Sam |
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| | 130 | |
| The Nobel-winning scientist no one believed |
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| Authority and antiauthority |
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| Jurors and the Darth Vader toothbrush |
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| The dancing seventy-three year old |
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| Statistics: Nuclear warheads as BBs |
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| The human-scale principle |
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| Officemates as a soccer team |
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| Clinic: Shark attack hysteria |
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| Transporting Bollywood movies |
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| Clinic: Our flawed intuition |
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| | 165 | |
| The Mother Teresa principle: If I look at the one, I will act |
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| Beating smoking with the Truth |
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| Semantic stretch and why unique isn't unique |
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| Reclaiming ``sportsmanship.'' Schlocky but masterful mail-order ads |
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| WIIFY. Cable television in Tempe |
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| Avoiding Maslow's basement |
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| The popcorn popper and political science |
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| Clinic: Why study algebra |
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| Who cares about duo piano |
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| | 204 | |
| The day the heart monitor lied |
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| Helpful and unhelpful visualizations |
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| Stories as flight simulators |
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| Clinic: Dealing with problem students |
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| Jared, the 425-pound fast-food dieter |
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| Spotting inspiring stories |
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| Springboard stories at the World Bank: A health worker in Zambia |
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| How to make presenters angry with stories |
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| Elementary, my dear Watson |
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| Pay attention, understand, believe, care, and act |
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| Sticky problems: symptoms and solutions |
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| John F. Kennedy versus Floyd Lee |
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| Making Ideas Stick: The Easy Reference Guide | | 253 | |
| Notes | | 259 | |
| Acknowledgments | | 277 | |
| Index | | 281 | |
$ 26.00 (Come calcoliamo i 
