by Chip Heath, Dan Heath · Editorial Presença · tapa blanda · ISBN 9789722337663
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«Ideias que vencem» is the business essay by Chip Heath and Dan Heath, published by Editorial Presença in paperback (304 pages, in Portuguese).
The essay explores why some ideas are remembered and others forgotten. With cases from advertising campaigns, political initiatives, urban legends and proverbs, Chip and Dan Heath identify the traits that make a message comprehensible, attractive and memorable, and propose practical guidelines for applying them to everyday and professional communication.
Published on May 1, 2007; corresponds to the Portuguese edition of the original work Made to Stick.
For readers interested in communication, marketing and outreach who want to learn to make their messages more memorable.
Chip Heath is an American academic. He is the Thrive Foundation for Youth Professor of Organizational Behavior at the Stanford Graduate School of Business, and the co-author of several books.
