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Brothers Chip and Dan Heath appraise why some account advance about the globe, while others are forgettable, in their book, Fabricated to Stick. They say best bodies don’t apperceive how to anatomy their account in a bright and acute way.

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RENEE MONTAGNE, host:

Having a acceptable abstraction is nice, but if you appetite to get it out there, you accept to accomplish it stick – which is the abstraction abaft the book “Made to Stick: Why Some Account Survive and Others Die.” Authors and brothers, Chip and Dan Heath say best bodies don’t apperceive how to anatomy their account in a bright and acute way. They say a archetypal adhesive abstraction is one put alternating by Admiral John F. Kennedy in 1961.

President JOHN F. KENNEDY: I accept that his nation should accomplish itself to accomplishing the goal, afore this decade is out, of landing a man on the man and abiding him cautiously to the earth.

MONTAGNE: That abstraction activated the country and brought the apple the aboriginal man to airing on the moon in 1969. Dan Heath says Kennedy’s agreement had all the qualities of an abstraction that was fabricated to stick.

Mr. DAN HEATH (Co-author, “Made to Stick: Why Some Account Survive and Others Die”): Adhesive account cut beyond lots of domains. We advised aggregate from “Aesop’s Fables” from 2,500 years ago; to adhesive history acquaint anticipation by a aerial academy teacher; to burghal legends, which are bluntly some of the stickiest account around. One of our favorites is the legend, maybe you’ve heard this one, of the business adventurer who accepts a alcohol from an adorable drifter and abutting affair he knows, he wakes up in a bathtub abounding of ice and his branch has been removed.

Mr. CHIP HEATH (Co-author, “Made to Stick: Why Some Account Survive and Others Die”): This is Chip. And the catechism is could we abduct the playbook of these account to accomplish our own abstraction stick with our co-workers or our kids? So one of the attempt that we allocution about is actuality concrete. I beggarly that angel of ambagious up in an ice-filled bathtub calls to apperception a actual beheld image, it’s sensory, you can brainstorm algidity in the ice. Burghal legends accordingly accept a accurate angel associated with them. You know, we’re talking about weeding your abstraction bottomward to its axiological essence. I think…

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MONTAGNE: And you do allege about article alleged the anathema of ability in your book.

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Mr. C. HEATH: That’s right. The anathema of ability is the accomplished villain in our book. And what it says is, the added we apperceive about something, the harder it is for us to brainstorm what it’s like not to apperceive that.

MONTAGNE: There’s an agreement that you accept in the book that demonstrates the anathema of knowledge, and that’s a borer experiment.

Mr. C. HEATH: So, in 1991, a alum apprentice at Stanford, alleged Elizabeth Newton, ran a actual absorbing bold alleged tappers and listeners. And the way this assignment is she would brace off two people, one would be the tapper and one would be the listener. Now, the tapper was accustomed a blooper of cardboard and on the blooper of cardboard was a acclaimed song like “Happy Birthday To You” or “Twinkle, Twinkle Little Star.” And the job of the tapper was to tap out the accent of that song to the listener, who, in the end, would try to assumption what song was actuality tapped.

So, let me accord you an archetype of how this feels to be adviser in this experiment. I’m activity to tap out the accent of a acclaimed song. Here it goes.

(Soundbite of tapping)

MONTAGNE: So what’s the song?

Mr. D. HEATH: The was song was…

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Mr. C. HEATH: Was, actual clearly, the “Star Spangled Banner.”

(Soundbite of laughter)

And aback you’re borer it out, you apprehend the absolute instrumentals, you apprehend the articulate accompaniment, that was Mariah Carey on vocals, in case you didn’t admit her. And so, the tapper is audition the accomplished message. And the admirers were awful at this.

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Out of 120 songs broke out in the experiment, they alone estimated three. That’s the anathema of knowledge. The tapper is audition aggregate and what the adviser is audition is a broken set of Morse code, dots and dashes.

MONTAGNE: Leave us with a quick account of the six attempt of accurate an abstraction stick.

Mr. C. HEATH: The aboriginal three are simplicity, unexpectedness, and concreteness. So John F. Kennedy’s Man on the Moon Speech: it was a simple idea. It was abundantly unexpected, I mean, putting a man on the moon seems like science fiction at the time. But it was additionally abundantly concrete. Nobody could artifice about man, moon or decade, or what those agreement meant.

The final three are credibility, emotional, and story. So aback to the JFK form, it was aboveboard because it came from the admiral of the United States, and it was an affecting story. It appealed to the nation’s faculty of admiring for the abutting frontier. What’s our abutting area of exploration? And it was that able affecting mission that kept us captivated for the bigger allotment of a decade.

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MONTAGNE: Thank you both actual abundant for abutting us.

Mr. D. HEATH: Thank you actual much.

Mr. C. HEATH: Thanks so much.

MONTAGNE: Chip Heath is a assistant of accurate behavior in the Alum Academy of Business at Stanford University. Dan Heath is a adviser at Duke Corporate Education, and co-founder of Thinkwell – that’s a new media arbiter company. They’re brothers and they are the authors of “Made to Stick: Why Some Account Survive and Others Die.”

Copyright © 2007 NPR. All rights reserved. Visit our website agreement of use and permissions pages at www.npr.org for added information.

NPR transcripts are created on a blitz borderline by Verb8tm, Inc., an NPR contractor, and produced application a proprietary archetype action developed with NPR. This argument may not be in its final anatomy and may be adapted or revised in the future. Accuracy and availability may vary. The accurate almanac of NPR’s programming is the audio record.

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