I wish everyone would read this book. Wouldn't the world be a better place if we could all communicate our ideas more effectively and have them remembered?

This book is easy to read, insightful and even humorous at times, which I wouldn't expect in a book of this nature. The process of making ideas stick is applicable to any field of work. The basis for this book is derived around SUCCESs that breaks down to Simple, Unexpected, Concrete, Credentialed, Emotional, and Story. Broken down even further by five steps. Get people to pay attention (unexpected). Have people understand and remember it (concrete). Agree and believe (use of credible source). They must also care (people relate to emotions not statistics). Finally getting people to act on it (through the use of story by motivation).

Also emphasized are the common problems of why ideas don't stick. One is the curse of knowledge where you are trying to express an idea, but the audience you are communicating to lacks your knowledge base. This concept also goes hand in hand to their idea concerning lack of strategic vocabulary. Also decision paralysis is sighted as being a major problem. The more options people are giving the less apt the are to buy a product or even make a basic decision. Sounds pretty basic, but in this day and age its a great reminder that more isn't necessarily better.

One concept that resonated with me was don't bury the lead and use and inverted pyramid structure. Meaning start with most important thing first and fill in the details.

Overall I think anyone can take away a lot of valuable information from this book. The question is will you actually apply it?