Made to Stick

Loved this book, it goes beyond the rhetoric devices, such as repetition, and talks about the message itself. The principles laid out are captured in the acronym S.U.C.C.E.S. (yes, it's missing an S). Simple, Unexpected (schema violation), Credibility (authority vs. anti-authority), Concretness (the most important, put a man on the moon), Emotional, Stories (connection, challenge, springboard). I like it be cause the advice is indeed concrete and therefore easy to apply. There's definitely some depth here that one should ponder when using it, but as a guildline it's awesome.

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