In Made To Stick: Why Some Ideas Take Hold And Others Come Unstuck, the authors, in an entertaining but informative way give the readers a fascinating insight into an important area of human behaviour that goes onto show how sticky messages derive their power from a set of six traits. It also offers tips on the use of strategies like the 'Velcro Theory of Memory' and 'curiosity gaps' in order to put across their ideas effectively, thereby ensuring a high recall value. By citing instances like that of a clever journalist who got thousands of spectators to watch a football match by just showing them the outside of a stadium, of certain movie executives who were convinced to invest huge amounts of money in movies like Alien and Speed on the basis of little information and how an elementary-school teacher was able to prevent racial prejudice using simulation, the authors speak of practical strategies to come up with winning ideas.