I just finished reading Made to Stick: Why Some Ideas Survive and Others Die. In this wonderful book on communicating ideas so that people will remember them the author has 6 principles: Simplicity – Find the core or your idea, don’t bury the lead of your story Unexpectedness – Surprise will get people’s attention Concreteness ...

I was talking to a co-worker about the wonderful book “Made to Stick” which I have been reading. The book studies why some idea stick with us and some don’t and how to communicate so that people will remember your message. When the topic of using surprise to make your ideas sticky came up, the ...