Making Your Marketing Message StickWhat keeps your message in the minds of consumers?

We only use 10 percent of our brains. There are alligators living in New York City's sewers. What do these two statements have in common? They're false, and yet you can't get them out of your head.

Chip Heath, a Stanford organizational-behavior professor, has spent years studying the qualities that give ideas staying power. He and brother Dan Heath are co-authors of the new bookMade to Stick: Why Some Ideas Survive and Others Die.
Chip Heath says there's plenty entrepreneurs can learn about branding their businesses from the persistence of silly urban myths.