What is it about?
Why do you remember a lot of urban legends but much less from school? Dan and Chip Heath analyzed why some ideas stick and other don’t.
Make it simple: If you try to communicate too much, nothing will be remembered. You have to communicate the core of your idea. For example the core of Obama’s campaign was change.
Use examples, better stories: Theorized abstract concepts are hard to understand. Make it concrete. Tell them a story if possible. Your customers must to understand what you’re really talk about.
Trigger emotions: This is the cherry on the cake. Make your listen feel good or exciting. For example: You have a story about a self-employed husband who works hard but hasn’t enough time for his family. After he bought your product, he can finally go to every baseball game of his son. That’s great! Your product isn’t just a product, it helps people to fulfill their dreams.
This book actually didn’t WOW me. It’s a lot of common sense though some stories are nice. I think it’s a great book for teachers because they often lack this sense of customer focus. In conclusion, you don’t have to buy this book but if you do, it wouldn’t do any harm.