Sticky Stuff

This is one of the best books I have read in a while. In Chip and Dan Heath's Made to Stick the authors tackle the question of why some ideas survive and others die. This book should be mandatory reading for anyone who has to get a message through in a world of messages (like pastors). Ever wonder why people can remember vivid details of urban legends that they read on the internet (and aren't true) but can't remember even the subject of Sunday's sermon or the training session you gave at the office? Why do most of us still remember Wendy's "Where's the Beef?" campaign while we have forgotten about a million commercials we have seen sense? The Heath brothers assert that it is because some ideas are "sticky" and others aren't.

For an idea to stick in the minds of viewers and listeners it must have as many of these qualities as possible:

• Simplicity
• Unexpectedness
• Concreteness
• Credibility
• Emotional
• Stories

The first letters spell success... really cheesy, but it works. Check it out if you want people to remember what you are communicating.

Happy reading!

peace,

will