Book Review

Made to Stick 

       Chip & Dan Heath            

Made to Stick, by the Heath brothers, Chip and Dan Heath, is a remarkable book that does exactly what the title says.

Characters of this story
Arch Enemy:                                       Curse of Knowledge
Enemy Sidekicks:                                Decision Paralysis, Burying the Lead
Hero:                                                 Sticky ideas


Setting

Present day; workplace, meetings, presentations, parties, friends & families, documents, stories, movies and so on.

Mission

Defeat the enemy and save the world

Plot

Reduce conflict between our hero and his arch enemy, by using the secret weapon; 

the SUCCESs principles.

S =  Simple

      Find the core of the message

      E.g., determine what is the single most important thing you would like your 
      audience to walk away with. For any additional points you add, ask yourself 
      'Does this really support my core idea?' If not, throw it out.

U = Unexpected
      Capture (and keep) the attention of your audience.E.g., Break patterns, do 
      something counterintuitive


C = Concrete
     Create meaning & tangibility for your message to be understood and
     remembered. E.g., Build your case around a metaphor or image. 'Sour Grapes'
     implies bitterness


C = Credible
      Provide a reliable source to ensure agreement and acceptance of what you 
      have to say. E.g., backed by Govt. statistics, famous shows, doctors


E = Emotional
      Make others care


S = Story
      Create a rich picture that provides source of inspiration and allows audience
      to act upon. E.g., Chicken Soup books provide personal accounts of tragedy 
      and love etc.


For further details on how to use these SUCCESs principles and live examples, I highly recommend you read this book.