The book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refers to a characteristic that can help make an idea "sticky":
- Simple — find the core of any idea
- Unexpected — grab people's attention by surprising them
- Concrete — make sure an idea can be grasped and remembered later
- Credibility — give an idea believability
- Emotion — help people see the importance of an idea
- Stories — empower people to use an idea through narrative
Amazon page here.
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