Concrete = Sticky

Reading a great book on what it takes to create messages that last and incite action. "Made to Stick: Why Some Ideas Survive and Others Die," by Chip Heath and Dan Heath is an eye opener. And not because they’re sharing particularly revolutionary new concepts.

More so because they reinforce some tried and true principles, e.g., concrete examples and language tend to “stick” a lot more than buzzwords and abstractions. And they stress that process has as much to do with creativity and effective messaging as pure, unfiltered inspiration. Thank god.

I saw Dan Heath speak last year at a conference and he was great. (Yes, I talked Bob into buying the book for the office last year and it’s just now getting read … is that my crime?) If he shows up at a conference near you, be sure to catch him.

Anyway, if you’re looking for better ways to communicate to clients, team members, your students or your children – Made to Stick is a good step in the right direction.