There are 6 principles to help make your ideas sticky - simplicity (and profound), unexpectedness (counterintuitive was to spark curiosity), concreteness (clear), credibility (try before you buy), emotions (care and make them feel), stories (get people to act on your idea). First you find the core of your idea (the essence, something that can be used to guide yourself, your decisions, and your team), and then use SUCCESS to make ideas sticky

Full notes on Made to Stick here 

Buy the book here

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