
"Stickiness" is all about "ensuring your ideas are understood and remembered, and have a lasting impact - they change your audience's opinions or behavior." --
The Tipping Point
Teachers, business executives, politicians, journalists and anyone struggling to make their ideas "stick" with an audience should read
Made to Stick. It's an indispensable guide to creating memorable and lasting messages.
Among other things, authors Chip and Dan Heath examine: Why urban legends like the "Kidney Heist" have legs; Why Subway's ads featuring Jared caught on; Why virtually every society circulates a set of proverbs; Why some political ideas circulate widely while others fall short?
They conclude universally that sticky ideas have elements of these six key principles:
Simplicity,
Unexpectedness,
Concreteness,
Credibility,
Emotions, and
Stories. And yes, these six compress nicely into the acronym
SUCCESs.