Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath An excerpt: Tappers and Listeners In 1990, Elizabeth Newton earned a Ph.D. in psychology at Stanford by studying a simple game in which she assigned people to one of two roles: "tappers" or "listeners." Tappers received a list of twenty-five well-known songs, such as "Happy Birthday to You"
Boy have I got some work to do…
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