Influenced by the terminology “what sticks” from the book “Tipping Point” by Malcolm Gladwell, Chip and Dan Heath guides the reader through a series of ways in which you can sound your ideas effectively to an audience. For Chip and Dan, stickiness defines how your ideas was understood and remembered by your audience. Using this book, Chip and Dan put forwards six principles of sticky ideas. They are Simplicity, Unexpectedness, Concreteness, Credibility, Emotions and Stories. They coin the acronym SUCCESs to easily recall these principle.
In this book, a chapter is dedicated to each principle. For keeping the interest of the reader alive, the authors do not go in a theoretical mode. Instead, they mix their chapters with plenty of anecdotes which gives an insight into how these principles have worked for others. In addition, each chapter, dealing with a principle, have a section named “Clinic” wherein a message is deconstructed to highlight the strengths and weaknesses.
If you are an aspiring writer or playing a leadership role, this book will help you to communicate better.
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