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15. Made to Stick: Why Some Ideas Survive While Others Die

15. Made to Stick: Why Some Ideas Survive While Others Die

By Chip Heath and Dan Heath
(Random House — $25)

Entertaining and anecdote-packed, Made to Stick spells out six traits that can confer long life on an idea. In short, a good idea that is badly packaged might as well be a bad idea—so give your good ideas half a chance.