Providing warmly entertaining blend of case studies and startling research, Chip and Dan Heath define and enlighten us with the decisive elements of a sticky idea:
While these six elements seem like common sense, they are rarely applied in business communication. For example, on an almost daily basis, countless executives sit through hours of presentations, only to retain exactly nothing. Compare this to the drama of a Steve Jobs keynote.
Well researched, easy to read and hard to forget, strongly recommended!