Word: chip
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Those are questions brothers Chip and Dan Heath parse in their upcoming book, Made to Stick: Why Some Ideas Survive and Others Die. The exploration follows from a class Chip, 43, a professor of organizational behavior, teaches at Stanford's Graduate School of Business. He comes to the topic by way of research into urban legends and conspiracy theories--ideas that are wrong but so annoyingly sticky they just won't go away. Dan, 33, draws his interest from working as an education consultant and trying to figure out what makes some teachers so effective...
Together they find that the key to creating traction is to take your idea, whatever it may be, and present it as a Simple, Unexpected, Concrete, Credible, Emotional Story. "We were a little embarrassed when it turned out that we could summarize it with SUCCESS," quips Chip. Breathe easy: the hokeyness quickly passes...
...that certain ideas are "sticky"--a term plucked from The Tipping Point, Malcolm Gladwell's tome about how ideas and behaviors catch on in society. Gladwell, whom the Heath brothers revere, writes about "the stickiness factor" but never fully fleshes out what makes an idea sticky. That's where Chip and Dan come in. Finding insight in fields as disparate as psychology, politics, screenwriting, economics, folklore and epidemiology, they deconstruct sticky ideas--from Bill Clinton's 1992 campaign classic "It's the economy, stupid" to the way Jane Elliott taught the civil rights movement to third-graders...
...instance, the testers had to take the machine apart with a screwdriver--an act likely to draw the attention of poll workers. But in two others, they were able to quickly infect the device with a standard memory-access card in which they had installed a preprogrammed chip. Other computer scientists have also breached electronic voting machines. Congressman Vernon Ehlers, a Michigan Republican who has been holding hearings this fall, says manufacturers "have produced machines that are very vulnerable, not very reliable and I suspect fairly easy to hack...
...attorney Chip Lewis told TIME: "Everybody wants the employees and the folks affected by the collapse of Enron to recover as much of their their losses as possible. However, I don't believe the vehicle that the government has chosen to pursue is an efficient way to do that. There's so much civil litigation out there already - now that they do not have a criminal conviction to anchor their forfeiture upon, this is nothing more than another civil suit. It's a use of taxpayer dollars to attempt to recover in a method that's really duplicative of many...