Since Made to Stick came out, many anxious people have asked us, "How do I unstick a sticky idea?" They want to unstick a rumor about their company or a false perception of a particular product. They want to unstick whispered mistruths about political candidates. Once, we were even asked, "How would you unstick Paris Hilton?" Our answer on that last one was a bit slow in coming. We finally admitted, "You can't." There's no Goo Gone for ideas. Sticky ideas stick. There are millions

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