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What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.

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前两天我被一朋友拉黑了。

她约我吃饭，我说对不起啊，这几天我很忙，焦头烂额啊。

她没回话。

隔了一阵，她回：你这样炫耀，有意思吗？就你忙，你大忙人，你日理万机。对，我就是在家闲着。不好意思啊，拉低了你朋友圈的质感。我还是别打扰你了。

我擦。

我一个“忙”字，牵扯出她这么波澜壮阔的心路历程……

我一公号狗，每天吭哧吭哧写文章，这他妈很高级吗。

难道不是说我在希腊邮轮上度假，闲得发慌，这才是炫耀吗。

我想给她回复，跟她理性地探讨一下炫耀的真谛。

哦漏。

我已经被她拉黑了。

原来对玻璃心的闲人来说，“忙”特么也算敏感词了。

前两天我被一朋友拉黑了。

她约我吃饭，我说对不起啊，这几天我很忙，焦头烂额啊。

她没回话。

隔了一阵，她回：你这样炫耀，有意思吗？就你忙，你大忙人，你日理万机。对，我就是在家闲着。不好意思啊，拉低了你朋友圈的质感。我还是别打扰你了。

我擦。

我一个“忙”字，牵扯出她这么波澜壮阔的心路历程……

我一公号狗，每天吭哧吭哧写文章，这他妈很高级吗。

难道不是说我在希腊邮轮上度假，闲得发慌，这才是炫耀吗。

我想给她回复，跟她理性地探讨一下炫耀的真谛。

哦漏。

我已经被她拉黑了。

原来对玻璃心的闲人来说，“忙”特么也算敏感词了。

特沃斯基和沙菲尔的研究告诉我们：不确定性——就算是毫不相干的不确定性——都可能在我们作决定的时候迷惑我们

书籍介绍

What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts? In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particular ideas or stories stick in our minds or not, and "Made to Stick" is the fascinating outcome of their painstaking research.Packed full of case histories and thought-provoking anecdotes, it shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium, and how high-concept pitches such as 'Jaws on a spaceship' ("Alien") and 'Die Hard on a bus' ("Speed") convince movie executives to invest vast sums of money in a project on the basis of almost no information. Entertaining and informative by turns, this is a fascinating and multi-faceted account of a key area of human behaviour. At the same time, by showing how we can all use such cleverly devised strategies as the 'Velcro Theory of Memory' and 'curiosity gaps', it offers superbly practical insights, setting out principles we all can adopt to make sure that we get our ideas across effectively.