Made to Stick

Herb Kelleher . . . once told: James Carville and Paul Begala, Buck Up, Suck
Up, and Come Back When You Foul Up (New York: Simon & Schuster,
2002), 88. This is one of the most interesting books we’ve found about the dy-
namics of political campaigns, and there’s a chapter on how to communicate
in a political campaign that echoes several of the principles we cover in this
book: tell stories (“facts tell but stories sell”), be emotional, and be unique
(their version of “Unexpected”).
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A healthy 17-year-old heart: Jonathan Bor, “It Fluttered and Became Bruce
Murray’s Heart,” Syracuse Post-Standard, May 12, 1984.
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jerusalem
, Nov. 4: Barton Gellman, “Israeli Prime Minister Yitzhak Rabin
Is Killed,” Washington Post, November 5, 1995. Chip Scanlon has a great col-
lection of online columns describing the tradecraft of journalism, including
one that contains the two headlines here: www.poynter.org/column.asp?id=
52&aid=35609.
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