How to Make Ideas Stick

"Six principles of successful ideas. To summarize, here’s our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. A clever observer will note that this sentence can be compacted into the acronym SUCCESs. This is sheer coincidence, of course. (Okay, we admit, SUCCESs is a little corny. We could have changed ‘Simple’ to ‘Core’ and reordered a few letters. But, you have to admit, CCUCES is less memorable.)” MADE TO STICK, Chip & Dan Heath

Details on how to generate an idea that is:
SIMPLE
UNEXPECTED
CONCRETE
CREDENTIALED
EMOTIONAL
STORY

you may find here. And , please do find here. It is worth it.