Chip Heath, Dan Heath
Some ideas, like urban legends about stolen kidneys, circulate effortlessly, while important strategic plans are instantly forgotten. You can reverse this by engineering your messages to exploit the brain's hardwired preferences.
Find the essential core of your message and compact it into a profound statement, much like a proverb, to guide your audience's decisions.
Command attention by breaking people's expectations and sustain their interest by opening a knowledge gap before you attempt to fill it.
Ensure your message is universally understood by grounding abstract concepts in sensory language and specific human actions.