a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audience

If you want to make and idea stick, there is a six point checklist to work through. Make your message: In the final analysis, you have to go with what sticks and work on amplifying that rather than artificially attempting to manufacture a sticky message. To illustrate, consider the story of Jared Fogle and his Subway diet.

Influence: Science and Practice by Robert Cialdini. Cialdini has done more to advance the scholarship of persuasion than anyone in the world. This book is his classic. You need to read it. Seriously. Go get it now. His public workshops, which I’ve attended, are also excellent. More information at: http://www.influenceatwork.com. Made to Stick: Why