Magazine article Work & Family Life

If You Want Your Idea to 'Stick'.Read On

Magazine article Work & Family Life

If You Want Your Idea to 'Stick'.Read On

Article excerpt

If you want your idea to 'stick'...read on

We all have ideas that we want to communicate. At work we might want to sell a strategy to a new boss. At home we might be trying to instill important values in our children. We want our ideas to "stick"...to be convincing and make a lasting impression.

The book Made to Stick by Chip Heath, who teaches at the Graduate School of Business at Stanford University, and his brother Dan Heath, a designer of educational media, assures us that creating sticky ideas is something that we can all learn. They adapted the "what sticks" terminology from author Malcolm Gladwell but take it a step further by showing how ideas are constructed-what makes some stick and others disappear.

The authors have identified six key traits of winning ideas (see On the Job, page 6). These traits show us how to (a) find the core of an idea and express it simply, (b) capture and hold people's attention and (c) help people understand and act on our ideas. …

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