Why some messages stick in the mind

The McKinsey Quarterly has an interview with Chip Heath, a professor at the Stanford Graduate School of Business, who explains how executives can make their ideas "stick" with multifaceted audiences.
Chip Heath's research suggests that sticky ideas share six basic traits. I'm swotting for my own presentation at Webstock. Simplicity is the hardest one for me, but I'm working on it.

1. Simplicity.

2. Unexpectedness.

3. Concreteness.

4. Credibility.

5. Emotions.

6. Stories.

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