This book has been on my nightstand for at least a year, and I finally got around to reading it. There has been so much fanfare about it that I hesitate to add anymore! It’s an excellent book that outlines research done on why some ideas stick and others do not. The six basic reasons: Simplicity, Unexpectedness, Concreteness, Credibility, Emotional, and Stories. The book subtly uses these six reasons to explain why they are so important to sharing ideas with others.

I wear many hats in life, but perhaps the two most obvious are President of PathLight International and CEO of Goble Properties. Both organizations — even though one is for-profit and one is non-profit — can utilize the information in this book. At Goble Properties, I can see the six points helping our staff market our vacant units and retain tenants. At PathLight, we can use the six points to explain the mission of the organization in a way that compels action.

It’s a solid book, and if you lead an organization, want to lead an organization, or are responsible for any kind of marketing, read it.

One of the quotes I love most, “An accurate but useless idea is still useless.” Love it! What a relief to people like me who muddle the details!

Also, “If you’re a great spotter, you’ll always trump a great creator. Why? Because the world will always produce more great ideas than any single individual, even the most creative one.” Love this too, because it empowers us to simply look at what is happening in the world and “spotting” the great stories rather than making them up.

Looking forward to “Switch” by the same authors when it is released tomorrow.