In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that “stick” and explain sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating “curiosity gaps.” In writing the book they actually practice what they preach.

My favorite book of 2008. I keep revisiting it for ideas when developing learning programmes, winning over recalcitrant stakeholders, even for the use of storytelling in e-Learning. A life-saver for everyone who has to launch a new product or course despite the contributions of experts (see “the curse of knowledge”). Glynn Jung : Learning Leadership 2009.