I have read “Made to Stick” by Chip and Dan Heath and it’s an amazing little book. Go buy it now, read it and grow your business much faster the day after you’ve finished it! Seriously!

The book outlines 6 principles that will help make your business in general and communication in particular really really sticky:

• Simple... find the core… the one true thing.
• Unexpected… you need to surprise people to get their attention in the first place.
• Concrete… drop the intellectual, academic stuff straight away and explain yourself… understanding drives action.
• Credible… credibility (various forms) will let people believe.
• Emotional… it’s not enough to believe… people have to ALSO care about you.
• Stories… getting people to act isn’t about facts and figures, it’s about great storytelling.

I know that Oscar is also pretty enthusiastic about it and he’s fairly hard to impress…

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