Made to Stick: Why Some Ideas Survive and Others Die / Chip and Dan Heath. New York: Random House, 2007 (p. 323)

"How do ideas stick in our minds? What is it about those ideas that makes them so hard to shake? In Made to Stick: Why Some Ideas Survive and Others Die, Chip and Dan Heath answer these questions and more in a way that's entertaining and easy to understand.

In the introduction the Heath brothers lay out the keys to making ideas stick. Ideas need to be simple, unexpected, concrete, credible, emotional, and contain a story. Each chapter that follows focuses on one of those topics."

Read the complete review at my blog.