8. Made To Stick

By Dan Heath
(Random House — $24.95)

Calling Malcolm Gladwell: Just remember, it's the sincerest form of flattery. In this "complement to The Tipping Point," the brothers Heath set out to define just what makes some ideas stick in the mind while others melt away. They discover six principles that are essential to getting people to pay attention to, believe, and care about an idea. With a host of stories involving everyone from baseball great Leo Durocher to venture capitalist John Doerr, there's plenty to keep marketing directors entertained during their next plane trips.