Secondary/Adult "While at first glance this... might resemble... trendy business advice (book), ultimately it is about storytelling... a how-to for crafting a compelling narrative. Employing a lighthearted tone, the Heaths apply those selfsame techniques to create an enjoyable read. They analyze such narratives as urban legends and advertisements to discover what makes them memorable... authors provide a simple mnemonic to remember their stickiness formula... basic principles may be applied in any situation where persuasiveness is an asset... a fast read peppered with exercises to test the techniques proposed. Some examples act as pop quizzes and engage readers in moments of self-reflection... book draws on examples from teachers, scientists, and soldiers who have been successful at crafting memorable ideas... Readers who enjoyed... "Blink"... and "The Tipping Point"... will appreciate... clever take on contemporary culture." - School LIbrary Journal, Mar/07.

Includes bibliographical references (p. [259]-276) and index.