Made to Stick: Why Some Ideas Survive and Others Die

By Chip Heath and Dan Heath

Main Ideas

  • Simple KISS – "It’s the economy, stupid!"
  • Unexpected – You only use 10% of of your brain
  • Concrete – No one could quibble about man, moon, or decade for JFK's Man on the Moon speech
  • Credible – Snapple and the KKK – Test it for yourself
  • Emotional – Honoring the Game
  • Story – Subway's Jared commercials

Curse of Knowledge - The better we get at generating great ideas, new insights and novel solutions in our field of expertise, the more unnatural it becomes for us to communicate those ideas clearly.

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