Stick 스틱!

I guess this is one of those books I judged by their covers. Poor visualization. Unappealing color. Until I started reading its first pages.The authors say on the introduction chapter that this book is an appreciation of [b:The Tipping Point: How Little Things Can Make a Big Difference|2612|The Tipping Point How Little Things Can Make a Big Difference|Malcolm Gladwell|https://d.gr-assets.com/books/1433253231s/2612.jpg|2124255] by Malcolm Gladwell, one of my favorite books under the same genre. Here, The Heath Brothers try to expose what ideas that stick, remain, or last long in one's memory), and how to make our ideas stick. They argue that, for an idea to stick, it has to be Simple, Unexpected, Concrete, Credible, has to be able to bring Emotion and Story to the recipient. They then put these six principles into an acronym, SUCCES.This book becomes very digestible as the authors discuss on each principle in a single chapter, with captivating stories and research findings (just like what Malcolm Gladwell does in his books, basically), and a so-called Clinic, where the authors provide some examples of a message that turns out to be sticky when delivered using those principles. In summary, to be able to generate a sticky idea, one has to:a) determine the core, essential message he wants to deliver (Simple)b) go beyond what people expect and give a wow effect (Unexpected)c) ensure that the idea is clear, understandable, imaginable, applicable (Concrete)d) ensure the validity and reliability of the idea itself (Credibility)e) convince people that the idea is personally relatable and they can engage with it (Emotion)f) provide narrative details to be able to drive people to act in line with the idea (Story)An example of an idea that embodies the six principles? This book!