Today I read a great book and it appealed to my own curiosity about why some ideas stick and others evaporate?
In this new book titled, Why Some Ideas Survive and Others Die, authors Chip and Dan Heath, show how leaders make use of six cool principles of stickiness. If you think about ideas that lasted, all six keys make sense. 
The authors recall John Kennedy’s 1961 call to put a man on the moon and return him safely within the decade, for instance.
According to the Heaths, that idea stuck because it was simple, unexpected, concrete, credible, emotional and story. How about your own strategies to sell a cool insight?
Is your best idea …
Simple -- with a clear goal
Unexpected – as the notion of a man on the moon at that time
Concrete – so that we can all see evidence that it happened
Credible – for instance this came from the US president
Emotional – in ways that reach higher and expect more than we have today
Any other unique keys, in your opinion? Yesterday after seeing Will Smith’s moving movie, Pursuit of Happyness, which is based on the true story of Chris Gardner, I'd also add persistence to my own sticky list. Nevertheless, I especially liked the way the Heath brothers' book lined up with what I know about ideas, the human brain, and transformational thinking. That’s another post though.
In the meantime, I am curious about your ideas. What’s your most innovative idea and why might it stick? Why would people care about the idea enough to give it a shot?
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