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Ces idées qui collent: Pourquoi certaines idées survivent et d'autres meurent
Ces idées qui collent: Pourquoi certaines idées survivent et d'autres meurent - Tout le monde a déjà eu vent de légendes urbaines. Ces dernières débutent toujours par: « Un ami d'un ami… ». Avez-vous remarqué que la vie des amis de vos amis est toujours plus passionnante que la vie de vos amis ? La plupart des légendes urbaines ne s'oublient pas. Elles « collent » : on les comprend instantanément, on s'en souvient et on peut les raconter.
Ce livre fait le pari qu'on peut rendre tout aussi captivantes des idées apparemment austères, compliquées ou franchement ennuyeuses, comme la stratégie d'une entreprise, une leçon de physique, un message de santé publique.
Les deux frères Heath, Chip et Dan, chacun à partir de sa propre expérience, l'un d'éditeur, l'autre de professeur à Stanford, ont réfléchi à ce qui fait qu'une idée adhère. Les proverbes, les légendes urbaines, les idées reçues leur ont fourni un matériau particulièrement riche de réflexions.
Voici un petit échantillon de légendes urbaines:
- La muraille de Chine est la seule réalisation humaine visible à l'oeil nu
- On utilise que 10% de son cerveau
- Le coca-cola ronge les os, etc.
Ils ont acquis la conviction que certaines idées possédaient des caractéristiques qui les rendent collantes et, qu'en étudiant leur structure, on pouvait non seulement rendre certaines idées adhésives mais qu'on pouvait également concevoir des idées qui marquent et qui durent.
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