Made to Stick
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Made to Stick is a book which explores what makes an idea "sticky".
Why do we remember slogans like "Loose Lips Sink Ships" and, "This is your brain on drugs"? Or for that matter, the legend that Newton discovered gravity when an apple fell on his head?
"To summarize, here's our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story."