Making an Idea Stick: The Communication Framework For an idea to stick, for it to be useful and lasting, it’s got to make the audience: 1. Pay attention 2. Understand and remember it 3. Agree/Believe 4. Care 5. Be able to act on it This book could have been organized around these five steps, but there’s a reason they were reserved for the conclusion. The Curse of Knowledge can easily render this framework useless.
