Learning from "Made to Stick"

What to take away from the Heath brothers book, "Made to Stick"?

SUCCESs

S: Simple

U: Unexpected

C: Concrete

C: Credible

E: Emotion

S: Stories

The theory is easy, the practice is far harder. The elements must not stand out equally. They must blend synergistically. It is easy to say the human body is made of the following chemical elements but it provides no understanding of how it is wonderfully brought together, not to mention the spirit that indwells the body as a result. 

Now I have an incredibly hard task of building a system for NaviMap communication around these elements. It is very creative work.

The authors emphasis had been on identifying ideas with the potential to stick. They are must less hopeful about ideas creation. From experience they know how hard that is.