I found this book to be very interesting. Brothers Heath introduce us to the recipe of sticky ideas. They mention the acronym SUCCES as a prerequisite for ideas to have larger impact on larger crowds of people.
The explanation of the acronym goes like this.
Simple – The idea first of all has to be simple
Unexpected – It has to raise curiosity to the targeted audience
Concrete – It has to be clear and easy to remember
Credible – People have to trust on its validity
Emotional -It should be able to impact the audience emotionally
Stories – People should be able to act on it.
Elton Dushku
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