The author organized his book in six chapters.Every chapter is contributes on the idea of how to stick.
1.Simple: Find and share the core. Create complexity through artful use of simplicity by staging and layering simple ideas correctly. It's easier to learn a new concept by tying it to one that is already known.
2.Unexpected: Get Attention: Surprise - Break a pattern - The surprise brow: a pause to collect information. Hold attention - Interest - Create a mystery - Highlight a knowledge gap. Use the news-teaser approach.
3.Concrete: Help people understand and remember.Write with the concreteness of a fable.Make abstraction concrete by redefining it.Provide a concrete context.Put people into the story.Use more hooks in your idea.Help people coordinate - Find common ground at a shared level of understanding. Set common goals in tangible terms .Our plane will land on runway 4-22. Make it real.Why concreteness helps - white things vs white things in your fride.Create a turf where people can bring their knowledge to bear.Talk about people, not data.
4.Credible: Help people believe.External credibility - Authorities and anti-authorities. Internal credibility - Use convincing details - Jurors and the Darth Vader toothbrush.Make stats accessible - Nukes as bbs.The Sinatra Test.Use testable credential
5.Emotional: Make people care - Mother Teresa principle - If I look at the one, I will act.Use the power of association - .Appeal to self interest.Appeal to identity .
6.Stories: Get people to act. - Tell people how to act.
This book is easy to read, with great utility and for more an entertaining one . It is both for organizations and individuals who has ideas to share and wants to change the mindsets with this ideas. The key is to understand what makes others listen, because it shows you how to make yourself heard.
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