CHIP HEATH

There are two steps in making your ideas sticky: Step 1 is to find the core. Step 2 is to translate the core using the SUCCESs checklist.

1. S - simplicity. It is uncomplicated.
2. U - unexpectedness. It's surprising.

The right stories make people act. Stories encourage a mental stimulation that burns an idea into the mind. For example, a flight simulator is more effective than flashcards in training a pilot.

Good stories are collected and discovered rather than produce...

To make an idea sticky, keep it simple. The idea should be stripped down to its core, where there is nothing left to take away. Use fewer bullet points. Use easy words. Reduce the ideas. The more we reduce the information, the more the idea will stick. 

Concrete ideas are easy to remember. Something is concrete when it can be described or seen with the human senses. A v-8 engine is concrete, high-peformance is abstract.

Novices see concrete detail as concrete detail, but an expert sees c...

The goal of making a message emotional is to make people care. Feelings inspire people to take action.

• The easiest way to make people care is to form creative associations between something they already care about and something they don't care about (y...

How to create credibility when you don't have a true authority, such as experts, tradition, etc.

• Use an anti-authority. A dying smoker can make the point that smoking is bad for you. 
• Use concrete details. A person's knowledge of details is oft...