NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the 'fake news' era. Mark Twain once observed, 'A lie can get halfway around the world before the truth can even get its boots on.' His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle