Why did parents start looking for razor blades in apples that were given out on Halloween? Do you remember when you became aware of the amount of fat in a bucket of movie theater popcorn? Why was the Subway sandwich diet so successful? This enlightening book explores why some ideas are more memorable. The Heath brothers unearth six characteristics of “sticky” ideas and offer practical, entertaining, and fascinating information about how we can communicate more effectively. According to the authors, ideas aren’t born interesting, they’re made interesting. Ultimately, if you want to have a lasting impact and change your audience’s opinions or behavior, you’ve reached the Promised Land with this book.