1. July 8, 2007
S.U.C.C.E.S.S
Black Enterprise May 2007

BOOK: Made to Stick: Why Some Ideas Suvive and others Die (Random House), Chip Heath and Dan Health.
Sticky ideas don't happen by chance: creating or spotting them is a skill that can be learned and mastered.
Use 6 principles to deliver message that are impossible to ignore or forget.

1. Simple: Determine the core, single most important thing and then share it.
2. Unexpected: Get attention with surprise and hold attention through interest.
3. Concrete: Help people understand, coordinate and remember. Provide a solild context.
4. Credible: Help people agree and believe by readily offering statistics and/or testable credentials and convincing details.
5. Emotional: Make peoople care through the power of association or appeal to their identity and self-interest.
6. Stories: Get people to act by either telling them how to act (stimulation) or giving them the energy to act (inspiration).

Kowing how to generate good sticky ideas can enrich, empower and enable you to maximise your potential as an effective communicator.