Ideas que pegan (Spanish title for Made to Stick by Chip and Dan Heath) provides a framework for creating messages that are memorable and influential.

): Capture attention by breaking a pattern or challenging expectations. Maintain it by creating a "gap" in people's knowledge that they want to fill.

): Use "anti-authorities" (real people), vivid details, or "testable credentials" that allow the audience to verify the idea themselves. motional (

): Make people care. Appeal to their self-interest or their sense of identity.

): Use narratives to provide a "mental flight simulator," helping people visualize the situation and motivating them to act. Strategic Resources (PDFs & Summaries)

To make an idea "stick," it must follow six core principles: