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It isn’t news that people are exposed to more ideas than ever before. This is due to the fact that people are exposed to more media than ever before. It is through the media (newspapers, television, radio, the internet and more specifically the social media…) that ideas are spread, but sheer quantity makes it difficult to be seen and heard above all of the noise.

In this climate, what can you do to make your ideas stand out?

Two people who have attempted to answer this question are brothers Chip and Dan Heath. There came a point when the brothers realised that despite working in very different fields, they had both reached a stage where they were trying to answer the same question: ‘why do some ideas stick while others fail?’ This question became the title of…