Heath and Heath present a facinating look at ideas and why some stick, and others don't. They identify six key principles or qualities to creating ideas that stick. They are:
Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, and stories. While I'm in the process of reading through this book, I find it interesting to compare Heath, Olher and Haven's different and yet similar perspectives on the elements that come together to create a great story. One of the key learnings identified early in the book is the manner in which we frame things from our perspective, and are blind to looking at anything from an external perspective. I wonder if this is tied to humanity, or if this is a western thought and behavior? So what is the key to this posting? S.U.C.C.E.S. is presented through simple, unexpected, concrete, credible, and emotional stories. It's the stories and the way we present them. They are the critical component.
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