Just read a great book

Ok, while not exactly a summer read, I found Made to Stick is a great book. The book is a must read for anyone struggling to get their message out. The author's method is based on their academic observations which they have summarized with the acronym SUCCESs.

SUCCESs is easy enough. It stands for:

• Simplicity Stripping an idea to it's core, without turning it into a soundbite.
• Upexpectedness Grabbing a person's attention.
• Concreteness Making the idea understandable.
• Credibility Getting people to believe the idea.
• Emotional Getting people to care about the idea.
• Stories Getting people to act on the idea.

Whether you agree with their classifications and conclusions or not, you will find incite in their examples.