As a leader, you will have a message that you want to communicate to your customers, your staff, the general public. Your message is important to you, so people should remember it. For that, it needs to be “sticky”. If you want to persuade people, you should follow six basic principles that I will explain in this episode.

The principles come from a great book called Made to Stick: Why Some Ideas Survive, and Others Die by Chip and Dan Heath. The authors analyzed many ideas and tried to find the magic sauce that made some of them viral, whereas others were quickly forgotten. Interestingly enough, it does not depend on the merits of the idea. Instead, six factors make it likely that people will remember it.

A message should be

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