The subject of "the idea that kills" is much broader than its title suggests. Said bluntly, this book is for all those who think, with ideas, beliefs, views to defend, to share, to enrich. Teachers, students, researchers, engineers, technicians, policymakers, journalists, opinion leaders, politicians, trade unionists, private citizens and of course communication specialists and marketing. All have an interest in understanding why and how a successful idea, rayon, made followers while another (which, however, makes him nothing relevance) will vegetate, bogged down and eventually die. Nicolas Bordas analysis here - with "precision killer" and a certain communicative jubilation - mechanisms, underlying forces that make the success or failure of beliefs and ideas. This eclectic book deals to both religions (description of the communication platform of Christianity is particularly enlightening) than political ideas (Marx's success, the "com" of Sarkozy!) And of course to all the ideas of brands, companies that end up shaping our daily lives. The conclusion is clear: this is not only the relevance of an idea that gives it its influence and success but much more how we put it in context, we express the radicalise the fortify by evidence, symbols, putting in the scene, find him the best spokesman .... Damning? Rejoicing? However being lucid and become the director of our ideas, our beliefs to give them every chance!
