Made to Stick by Chip and Dan Heath

In Made to Stick, Chip and Dan Heath take the lid off one of the great mysteries of life: why it is that we have no difficulty at all in remembering the details of, say, a bogus story, and yet often struggle to recall information that may be vital to us. Isolating the six factors that make ideas 'sticky', they reveal, through compelling analysis and entertaining anecdotes, precisely how our minds absorb information - and what we can all do to make our own ideas register with others.