What Makes Messages Stick?

Most of the great books that will help you make better presentations are not specifically about presentations at all, and they are certainly not about how to use slideware. One such book is Made to Stick (Random House) by Chip and Dan Heath. The Heath brothers were interested in what makes some ideas effective and memorable and others utterly forgettable. Some stick, and others fade away. Why? What the authors found—and explain simply and brilliantly in their book—is that “sticky” ideas have six key principles in common: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. And yes, these six compress nicely into the acronym SUCCESs.

The six principles are relatively easy to incorporate into ...

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