Why do we remember urban legend stories, chatter about celebrities but hardly can summarize the latest statement of our company's CEO?
The brothers Heath present their concept on what separates information which sticks and information that doesn't. It is no surprise that the answer is found in the way information is presented.
The book is well structured and full of examples which highlight the various points the authors want us to understand. The most important bit and the point were everything else starts is: simplicity. Boiling down the details to the core is crucial. That core information has to be presented in a way which makes it stick. The chapters following simplicity are: Unexpectedness, Concreteness, Credibility, Emotions and Stories. It obviously is no surprise that one can spell these as SUCCES.
In each chapter examples highlight why these elements are crucial, how they can be achieved and what has to be considered to implement them successfully. A final chapter wraps things up and briefly repeats the core elements.
I found the book very easy to follow. The examples are well chosen, the book and the chapters are well structured. The authors are writing free of jargon, in a witty and easy to understand language. With sticking examples and clear messages why the different elements are important one can make good use of the "succes" approach. Be it presentations or reports: they certainly can be improved with some elements from the concepts presented here.