Made to Stick, Chip and Dan Heath

This book is about making your ideas hit your audience and being remembered.

The authors state that there are 5 aspects that need to be considered, making up the acronym SUCCESs.

S: Simple - Find the core of your message. Express the core message simply.

U: Unexpected - Surprise your audience. If there is nothing new in your message, it is better to remain silent.

C: Concrete - In contradiction to abstract. Use concrete examples

C: Credible - Make use of anti-authority (e.g.: if even this person could do it, you can do it), make people try by themselves

E: Emotional - Appeal to people’s emotions and desires but do not stay in the low-level desires, such as making bucks.

S: Story - Use a story. It appeals to emotions, makes the audience play/live the idea. Stories are concrete.

I enjoyed reading this book because of the numerous stories/illustrations the authors provide. These stories make the authors’ point clear. The authors clearly use their own methodology in this book. It is a nice book for people who need to present their ideas and convince their audience to act upon their ideas.