"Made to Stick" - Highly recommended
In "The Tipping Point," Malcolm Gladwell said that one of the prerequisites of a "tipping point" phenomenon is "stickiness." Brothers Chip and Dan Heath have written a delightful, powerful, and eye-opening manual that explains "stickiness" and teaches you how to produce sticky messages.
The book is self-referential, employing its own SUCCES checklist to make itself sticky. (SUCCES: Simple; Unexpected; Concrete; Credible; Emotion; Stories.)
"Made to Stick" is a must-read for marketers - and for everyone else, for we are all marketers.
Joel
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