Made to Stick: The Six Hooks of Successful Ideas
Chip Heath

Why do some ideas change lives and minds, while others go in one ear and out the other? The book Made to Stick describes the traits that link sticky ideas of all kinds, from urban legends to corporate mission statements to advertisements to proverbs. Why do people believe that Snapple supports the KKK? Why are so many mission statement hideously boring? How do charities get donors to care about African poverty? How do professors get students to care about accounting? Why do Aesop's fables endure? And, finally, what links all these questions?

Simplicity - Unexpectedness - Concreteness - Credibility - Emotions Stories