I bought this book with a Christmas gift certificate. I read most of it in airports (Newark and both Chicago airports). I am glad to own the book and will reread it soon. I bought into most of what the authors presented about how and why ideas stick. I want my ideas to stick, whether they are ideas presented to my colleagues at work, friends, my family or even the children I teach in Sunday School. This book helps.The authors summarize creates successful ideas as follows - Simple, Unexpected, Concrete, Credentialed, Emotional and Story (SUCCESs - acronym is theirs, with apoligies). The book does an excellent job of fleshing out this useful acrostic, making their ideas stick along the way.
Recommendation: Buy this book.
