The book: This book is a very practical guide to transforming ideas into messages that your audience will care about, understand, and remember. The authors, Chip and Dan, are professors at Stanford and Duke University, respectively, and work with students and entrepreneurs applying their research every day. (They know what they are talking about.) Every one of the 6 principles of sticky ideas is explained through several examples. At the end of each chapter, there is an "idea clinic" where the authors show a real message and improve it using one of the six principles. Takeaways and Paths of Action: At Stanford University, 10 students were asked to present to their classmates about the importance of hat non-violent crime in the U.S. The speeches were evaluated by their peers and ranked from "best" to "poorest". As one may expect, the students with more public speaking experience, who were more eloquent, delivered the "best" speeches.