Of the six traits of stickiness that we review in this book, concreteness is perhaps the easiest to embrace. It may also be the most effective of the traits. To be simple—to find our core message—is quite difficult. (It’s certainly worth the effort, but let’s not kid ourselves that it’s easy.) Crafting our ideas in an unexpected way takes a fair amount of effort and applied creativity. But being concrete isn’t hard, and it doesn’t require a lot of effort. The barrier is simply forgetfulness—we forget that we’re slipping into abstractspeak. We forget that other people don’t know what we know.
