Here's the short version: Buy this book. Don't borrow it, don't browse through it--just get your own copy (because you'll want to own it), and get it soon!

Here's the long version: I shudder at the very thought of just how cumbersome, boring, confused, and plain unbearable a book about " ideas" can be... It's the perfect topic for long-winded authors who aspire to write into existence a prescription sleep aid of a book. But Chip and Dan Heath's "Made to Stick" is none of that: It's a tour de force; powerful, compelling, and reader-friendly! You'll be astonished at how many portions of this book you'll think one of your family members, friends, coworkers (superiors and subordinates alike) would be well-advised to read, and fast! What makes some ideas triumph and others die an ugly death is not just a matter of curiosity; it's actually something you can use on both a personal and professional level.

The ingredients that make ideas thrive are intuitive, but their combination masterful and their presentation irresistible: Simple, Unexpected, Concrete, Credible, Emotional Stories are at the core of successful ideas. After all, we're all story tellers; we all try to influence those around us; we all strive to have creative ideas that will make our life more successful, more meaningful, more enjoyable. Surely we've all encountered people whose stories were about as interesting and inspirational as the instructions on a tax form, and others whose stories conveyed ideas that excited us and fed our thought and imagination alike! There's clearly a vast divide, and not all ideas are good. Worse yet, good ideas can crash and burn when presented in a manner that keeps them from soaring. So what's the most important thing you need to convey and how can you communicate it concisely? How can you grab people's attention, and what does it take to keep it? What kind of examples can people relate to, and why? How can you make details convincing without making them overbearing? How can you make people care, and how can you translate that empathy into action? These are all points that "Made to Stick" presents in a manner so straightforward, interesting and convincing that it's obvious the authors have followed their own recipe to the letter. Forget books about ideas that read like the next cheap self-help knock-off or another endless dissertation so obscure it might as well be written in Sanscrit: This one has examples so poignant and relevant that they teach and impress in a single stroke. Take the case of James Grant, the former UNICEF director, who, instead of trying to establish the value of life-saving Oral Rehydration Therapy to leaders of developing countries with heavy scientific facts or statistics, carried with him a small packet with teaspoons of salt and sugar in it (the main ingredients of ORT): He'd show this simple prop, and tell heads of State that the tiny packet costing less than a cup of tea could save hundreds of thousands of lives. How can you forget this example, and how can you not see the genius in the idea? Moreover, "Made to Stick" points out exactly why the prop was more powerful than the science facts, making the idea ultimately effective.

If candy were good for you, it'd be a lot like this book: If you've ever had an idea, plan on having one, or have to listen to others' ideas, pick up a copy today!