![]() ![]() The authors ask us: “Which sounds closer to the communications you encounter at work?” ![]() ![]() I won’t quote it in full, but to give you an idea: “Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modelled …” We are asked to imagine what would happen if we closed the book and tried to tell someone about the kidney heist and the jargon. Next, the authors give us an example of something unmemorable. The operator says, “Sir, don’t panic, but one of your kidneys has been harvested.” He has a wound in his back with a tube sticking out. And that’s the last thing he remembers, until he wakes up the next morning in a bathtub full of ice. The authors, Chip and Dan Heath, brothers from California, tell us the story of a guy who goes into a bar in an unfamiliar city and orders a drink, after which an attractive woman approaches him and asks him if he’d like another. Yet the ridiculous kidney heist tale keeps circulating, with no resources whatsoever to support it.” But the message of this smart, lively book is that if your spin is bad, you’re nowhere.Īs the authors say: “Good ideas often have a hard time succeeding in the world. ![]() It explains what it is that makes you notice them, understand them, care about them, remember them, and act on them. This is a book about what makes some ideas more effective than others. ![]()
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