Chip & Dan define 6 Principles, Which They found to be the Golden Rules for the successful communication of ideas, ie. to make ideas sticky.
01 - Simplicity
02 - unexpectedness
03 - concreteness
04 - Credibility
05 - Emotions
06 - Stories
- Which They describe and explain with many good examples. Unfortunately, the most of it is way too obvious.
There is no real need to read this book - but it shows how important Their message is. Chip & then stuck to Their philosophy and made me buy the book. So the least You Could Take Away: It works!
But I prefer style 'Woo' which is more profound.