Monday, December 13, 2010

ninety-one

Made to Stick: Why Some Ideas Survive and Others Die

I read Made to Stick for a work meeting, a little afraid that it'd be a self-help, New Age-y business book. My fears were unrealized. It bills itself as an extension of an idea in The Tipping Point, and manages this without embarrassing itself. I was impressed - the authors follow their own rules as they write. Those rules are: keep things simple by sticking to one core message, shock people out of their expectations to make them pay attention, stay away from abstract fluffy ideas by being concrete, be sure to include arguers that are credible due to expertise or perspective, use emotional examples so people remember and feel your argument, and tell a story to make your point - people will remember the story and forget the fluff.

These sound obvious but most of the points are forgotten frequently by people who should know better. Aside from the good advice, it's presented well, concisely, and entertainingly. I'd definitely recommend to anyone who does communications for a living (as a refresher) or anyone who wants to make a solid point, even at a dinner party.

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