"this interesting book elaborates on "the tipping point" by gladwell and uses a similar writing style to get across its reasons why some ideas stick and why others don't. it's a good read for those who are interested in the psychology of marketing and even the concept of communication in general, but actual marketers will find it difficult to get a lot of practical methods out of the book. the book starts off with those ubiquitous urban legends (i.e. the man who gets his kidney stolen from a stranger and ends up in a bath tub full of ice and a tube sticking out of his back), and explains why that idea sticks and why others don't. the heath brothers go on to describe why numerous ideas have stuck in the collective mind: "it's the economy stupid," "where's the b"
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