Made to Stick by Chip and Dan Heath is such a great book, one that is well written as well as so simply laid out. This is thanks to their acronym which they like to attribute to making things memorable - SUCCES.
Simple, unexpected, concrete, credible, emotional and stories.
Each one of these is crucial in the ability to express ideas in a way that is easy to understand and therefore more memorable. Jes and I explore each one of these elements in-depth while also touching on topics such as the curse of knowledge, lack of common language and abstraction.
This book really is good for anyone who is looking to make an idea of theirs stick, whether that's pitching a client an idea or just having a conversation with someone, as long as you follow this structure, you are unlikely to go wrong.
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