How do we make our ideas clear? We must explain our ideas in terms of human actions, in terms of sensory information. This is where so much business communication goes awry. Mission statements, synergies, strategies, visions – they are often ambiguous to the point of being meaningless. Naturally Sticky ideas are full of concrete images – ice-filled bathtubs, apples with razors – because our brains are wired to remember concrete data. In proverbs, abstract truths are often encoded in concrete language: “A bird in hand is worth two in the bush.” Speaking concretely is the only way to ensure that our idea will mean the same thing to everyone in our audience.
– Chip and Dan Heath, Made To Stick, page 17