There are six principles to apply, as follows:
- Simplicity: strip idea to its core
- Unexpectedness: shock factor of different viewpoint
- Concreteness: try to help audience experience idea
- Credibility: give believable example
- Emotional: appeal to what your audience wants
- Stories: tell story to demonstrate what is wanted
This is an indispensable guide for teachers, speakers, writers: anyone who wants to make ideas stick.