A Patient's Point of View

Made to Stick by Chip and Dan Heath. Starting with the bright cover and the mock duct tape, this extraordinary little book is filled with real world examples you can use to advance your practice. Why is it that urban legends have lasting power, yet sophisticated, multi-million dollar advertising campaigns (and patient education overtures made in earnest) hardly has an effect? Learn the six elements of what makes ideas stick. Discover the Velcro Theory of Memory, The Sinatra Test, the Curse of Knowledge and countless other insights. Find out why “Where’s the Beef” and the Jared campaign for Subway were so successful. (If you’re allowed to use testimonials in your jurisdiction, the chapter on Credibility will return your book investment 100X.) If you enjoyed Malcom Gladwell’s books (The Tipping Point and Blink), you’ll love this one!