The next book in ACCA’s online book club meeting (on Wednesday, October 28 at 8:00pm EDT / 5:00pm PDT / 9:30pm NDT) is Made to Stick by Chip Heath and Dan Heath.

Pour yourself a cup of your favourite beverage and join us from the comfort of your own home. To sign up for the October 28 meeting please register in the form below. Once you register online, you will be sent the meeting coordinates. This book should be widely available at your local library or for download from your favourite book vendor. It promises to be an easy read and an engaging discussion.

Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas-businessmen, educators, politicians, journalists, and others—struggle to make their ideas “stick.”

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.

Made to Stick will transform the way you and your organization communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.

Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.

The ACCA Book Club welcomes everyone who works in the arts. There is no cost to join and no obligation to read every book in the series.