Made_to_stick In their new book Made to Stick: Why Some Ideas Survive and Others Die, the Heath brothers — Chip Heath, a professor of organizational behavior at Stanford and Dan Heath, a consultant at Duke Corporate Education — isolate and elaborate on six principles for helping ideas succeed. In other words, what makes an idea "sticky"?

Principle 1: Simplicity. How do we find the essential core of our ideas?

Principle 2: Unexpectedness. How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across?

Principle 3: Concreteness. How do we make our ideas clear?

Principle 4: Credibility. How do we make people believe our ideas?

Principle 5: Emotions. How do we get people to care about our ideas?

Principle 6: Stories. How do we get people to act on our ideas?