Amazon.com: Customer Reviews: Made to Stick: Why Some Ideas Survive and Others Die

Amazon.com: Customer Reviews: Made to Stick: Why Some Ideas Survive and Others Die: "How to sell an idea"

Chip and Dan Heath's book can be boiled down to five central concepts: 1. Simplicity - to sell an idea it must be stripped to its core, and the most important concepts should jump out; 2. Unexpectedness - this new idea must destroy preconceived notions about something so people stop, think, and actually consider the idea; 3. Concreteness - avoid statistics, use real-world analogies to help people understand complex ideas; 4. Credibility - if you are not trusted, the information is nearly worthless; 4. Emotional - giving people good information only goes so far, you need an emotional appeal to really motivate peoplel; 5. Stores - people like hearing good stories, iit helps them connect to the information and gives it a human face.