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The New York Times bestselling authors of Switch and Made to Stick explore why certain brief experiences can jolt us and elevate us and change us?and how we can learn to create such extraordinary moments in our life and work.What if a teacher could design a lesson that he knew his students would remember twenty years later? What if a doctor or nurse knew how to orchestrate moments that would bring more comfort to patients? What if you had a better sense of how to create memories that matter for your children?Many of the defining moments in our lives are the result of accident or luck?but why would we leave our most meaningful, memorable moments to chance when we can create them?This book features captivating stories of people who have created standout moments: The owners who transformed an utterly mediocre hotel into one of the best-loved properties in Los Angeles by conjuring moments of magic for guests. Relief workers who beat a deadly health practice in one village by causing the locals to ?trip over the truth.? The scrappy team that turned around one of the worst elementary schools in the country by embracing an intervention that lasts less than an hour.Readers discover how brief experiences can change lives, such as the experiment in which two strangers meet in a room, and forty-five minutes later, they leave as best friends. (What happens in that time?) Or the tale of the world?s youngest female billionaire, who credits her resilience to something her father asked the family at the dinner table. (What was that simple question?)Filled with remarkable stories and practical insights, this book proves we all have the power to transform ordinary experiences into unforgettable ones.