What if you had the power to get on Twitter and create a trending topic at will?

What if you knew the secret to making people connect with your ideas, remember them and pass them on to their friends?

Would you use your powers for good or evil?

Made to Stick is the result of a quest by the authors to research and document the factors that affect whether an idea will spread or fade into the ether. Made to Stick is one of the best and most practical business books I have read, and I think that anyone who is interested in business or psychology will find it to be a highly entertaining read.

The best part about the book is the way that the brothers Heath have gone out of their way to make the book itself a good example of the principles taught within. They use a plethora of different stories that illustrate their arguments beautifully - and encourage you to use similar stories to encourage your audience to remember and pass on your own messages.

I found one story particularly pertinent: an experiment where university students were given a choice: go to the library and study, or attend a special lecture by an author you admire. 21% chose the study option. Yet when a a third option was thrown into the mix - go and watch a movie you’ve been wanting to see - 40% chose studying. Being forced to pick between two fun activities made students twice as likely to have no fun at all.

I think that you will get a lot out of taking the principles in this book and making a concerted effort to apply them when writing your next pitch, tweet, blog or piece of website copy.