You do not need this book - but it works!

In Their book Chip and Dan Heath explain why some ideas survive and others do not. In reality the book is not about ideas, but about Their communication. Knowing that, you must compare Their book to 'The Art of Woo' by Richard Shell and Mario Moussa.

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.