An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quart — Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
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An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures.

— Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die
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