But the premise of this book is that creating sticky ideas is something that can be learned."
They - thats Chip and Dan in the photo - give an example of 3 groups of novices brought together to make advertisements - one group was given background information on products and produced ads, the second used brainstorming and the third used six 'creative' templates. Each group got a couple of hours training. You guessed it - the ones that used the templates to produce ads were rated as 50% more creative than the others and produced a 55% more positive attitude towards the products advertised.
Maybe there are systematic ways to produce creative ideas!
They go on to identify the six principles - supported with compelling examples - that can make ideas stick:
You might also want to check out their web-site - www.madetostick.com - they have some cool free stuff especially if you want to apply the principles of 'sticky messages' to your next presentation or teaching session.