An Indian Civilizational Perspective

Why do some ideas stick?

Why do ideas stick? Well.. although Subway and Starbucks stories may seem different.. they still are the same as far as the basic ingredients of the idea is concened!

What the Heaths discovered was that the stickiest ideas, regardless of intrinsic merit, had a lot in common. Or, more accurately, the ways they were presented had a lot in common.

Each of these ideas, as conveyed, could be described using one or more of just these six à la carte attributes: simple, unexpected, concrete, credible, emotional, and story-containing. Line up the first letters of those characteristics, add a lower-case "s" (poetic license), and you’ve got the handy acronym SUCCESs. (Well, whaddya know…)

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