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A 'sticky' idea, as defined in the book 'Made to Stick', is an idea that is simple, profound, and focused on the core. It is not about dumbing something down but making it compact and insightful. A sticky idea is one that is understood, remembered, and has a lasting impact, changing the audience's opinion or behavior. If the essence of the idea cannot be communicated in plain words, it probably falls short of being 'sticky'.
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The foundation of a sticky idea is a concept that has been made simple. This does not mean merely "dumbing something down" by using easier or fewer words. Saying less is important, but in addition to making your ideas "compact," they should also be profound, or focused on the "core." Sticky messages that meet the "simple" criteria share an insightful perspective or truth in as few words as possible. This helps others understand and latch on to what you are trying to say. If you're not able to communicate the essence of the idea in plain words, then the idea probably still falls short of the "simple" criteria.
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Do you feel that your ideas lose momentum quickly? You can use the tactics in this book to make your ideas "sticky." Sticky ideas are those that "are...
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