Made To Stick by Chip Heath & Dan Heath

This exceptional book grabs your attention not just because of its bright orange cover. Right in the middle of the title there is an old gray piece of duct tape. Nobody can dispute that duct tape is made to stick! The Heath brothers explore and illustrate what makes any message memorable. They give a formula for success. S- the core of the message must be Simple. U- the audience's attention is attracted when the message is Unexpected. C-the message must contain Concrete elements so that the audience can easily envision and remember it. C- the message must be Credible so that it will be believed by the audience. E-the message must stimulate an emotion that helps the audience to care about it. S- messages told through a Story will be the easiest to remember. The examples and case studies hook the ideas into the reader's psyche. This book is an essential for everyone whose business depends on persuasion. I will use this formula every day for the rest of my life.

Chip Heath & Dan Heath. Made to Stick: Why Some Ideas Survive and Others Die. 2007. New York: Random House.