I have had this book for probably 3 years, I am ashamed to admit. I finally picked it up this week, and I am so glad I did! I have always been interested this topic, but it's even more timely than I realized. Why do irrational ideas, with no basis in fact (like many promoted by certain political groups) take hold, while the truth languishes? I am going to find out! Actually, I've already read the 6 principles of sticky ideas in the introduction, but now I will steep myself in them and hopefully come out the other side with an understanding of how to be more persuasive with my ideas.