Made to Stick: Why some ideas take hold and others come unstuck

by Chip Heath

A manager makes a speech unveiling a new strategy as the staffers nod their heads enthusiastically, and the next day the frontline employees are observed cheerfully implementing the old one.

What we mean by “simple” is finding the core of the idea.

You can’t have five North Stars, you can’t have five “most important goals,” and you can’t have five Commander’s Intents.

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

If a message can’t be used to make predictions or decisions, it is without value, no matter how accurate or comprehensive it is.

People are tempted to tell you everything, with perfect accuracy, right up front, when they should be giving you just enough info to be useful, then a little more, then a little more.

Caples says companies often emphasize features when they should be emphasizing benefits.