Have you ever heard an urban legend and noticed that just about everyone you know is also familiar with the story?
According to authors (and brothers) Dan and Chip Heath, there is a very particular mix of factors that lead to the success and longevity of these tales. In their book, Made to Stick, the Heath brothers walk the reader through each principle of “sticking” using the acronym SUCCESS.
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Business examples include the simple Southwest Airlines approach to being “the low fare airline.” This book was a hit at book club — especially when we gave the task of creating a marketing campaign to two teams for a challenge. Fun reading.