Made to Stick

See also Sinatra Test; statistics
diarrhea, treatment for. See oral
rehydration salts
Die Hard (film), 58–59
DiMuro, Peter, 140
Disney employees, as “cast members,”
60–62, 253
Disney World simulation, 117–18,
146
Doe Fund, 136
Doerr, John, 122
“Don’t Mess With Texas” (antilitter
slogan), 197–99, 249, 271–72n.
190
Drag Test, 230, 231
drugs, public service ads against, 22
Dunn (N.C.), 42
Duo Piano group. See Murray Dranoff
Duo Piano Foundation
Durocher, Leo, 238–39, 240
Dwyer, Thomas, 140, 141
“Economy, stupid,” 33–34
8th Habit, The (Covey), 144–45
Einstein, Albert, 171, 172
Ekman, Paul, 68
“Elementary, my dear Watson,” 239
Elliott, Jane, 111–13, 251–52
Emergency room, IDEO film, 201–2
“Emotional Tank” analogy, 158–59,
255, 268–69n. 158
emotions
analytical thinking and, 167, 171,
203
biological purposes of, 67
inspiration and, 222
284
I N D E X

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mental simulations and, 212
power of association and, 171–74,
256
as “stickiness” principle, 17–18,
165–203, 214, 223, 237, 255,
269–70n. 168
See also caring; unexpectedness
empathy, ways of creating, 202, 203,
209, 234, 256
See also caring; emotions; Mother
Teresa effect
“Enclave” minivan advertisement,
66–67, 69–70
environmental protection, 100–4,
153–55, 254
Ephron, Nora, 75–76, 80, 88, 97, 
251
epidemics, social, 13
experts, as authorities, 133–34
fables, 98–99, 100, 223
fats, saturated, 6–8, 251
“feature creep,” 48–50
feelings. See emotions
fire safety film, marketing for, 187–88,
190–91
flight-safety announcements, 63–64,
250
Fogle, Jared, 15–16, 218–24, 227, 231,
242, 249, 251, 257
Folsom, W. Davis, 265n. 99
football
broadcasting college, 90–92
coaching and sportsmanship, 174–76
foreign aid
messages on, 77–79
See also Africa
Foreman, George, 197, 198
“Fox and the Grapes, The” (Aesop),
98–99
“gap theory” of curiosity, 84–85, 87,
88–93, 96
General Mills, 126–28
Georgia State University, accounting
class at, 107–9
Gerrig, Richard, 273–74n. 210
gimmickry, avoidance of, 69, 71, 75
Gladwell, Malcolm, 13
Goetz, Ernest, 265n. 100, 268n. 138
Golden Rule, as model of simplicity,
16, 48
Good Samaritan (biblical story),
227–29
Gould, Roger, 270n. 173
Grant, James, 124–25, 267n. 125
Greek epics, concreteness of, 107
Green, Melanie C., 273n. 206
“group interest,” 189–90
See also identity
Halloween-candy rumors, 13–15
Hamburger Helper, 126–28, 255
Harry Potter series, bookstore delivery
for, 152
Hastie, Reid, 272–73n. 206
Havelock, Eric, 107
Hawkins, Jeff, 49–50, 244
Heath, Chip, 10–12, 15, 102, 199,
270n. 173, 271n. 184, 274–75n.
226
Heath, Dan, 10–12
Hewlett Packard (HP), 117–18
high-concept pitches in Hollywood,
57–60
Hinds, Pamela J., 259–60n. 19
HIV-AIDS, NBA rookie orientation on,
162–63
Holmes, Sherlock (fictional character),
239, 240
homeless men, rehabilitation program
for, 136
Honoring the Game (sportsmanship
slogan), 176
Horiuchi, Gerald, 14
hospital, video for, 201–2
I N D E X
285

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human-scale principle, for statistics,
143–46, 255
IIbuka, Masaru, 93–95, 96, 97
Idea Clinics, 37–38
on “availability bias,” 159–61
on oral rehydration therapy (ORT),
123–26
on problem student behavior,
215–17
on shark attacks, 148–50
on sun exposure, 38–41
on theater fund-raising presentation,
86–87
on U.S. foreign aid spending, 77–79
on “why study algebra?” 192–95
idea-spotting, 224–26, 230–31, 240–42
ideas, why they survive. See “stickiness”
identity
appeals to, 197–99, 249
as basis for decisions, 190–91