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According to brothers Chip and Dan Heath, there are six principles that dictate why some ideas stick and others don’t. The first of these principles is simplicity. Ideas must be compact in order to stick but they must also capture the core of a concept and express it clearly. The second principle is unexpectedness, we capture and hold attention by opening gaps in our audience’s knowledge and then filling those gaps so they can repair their faulty assumptions. The third principle is concreteness. While concrete ideas are easier to understand and remember than abstract ones, they also make it easier to coordinate activities across large teams and disparate geographies. To learn about the other principles that make ideas stick, visit the second part of this video.Knowledge Test