Made to Stick

I just finished a great new book, Made to Stick.  First of all is has one of the coolest covers you will ever see.  There has been a lot of recent talk of successful marketing tactics that extend reach to other senses such as taste and touch.  I was in the bookstore and just had to reach out and touch this book, it has a piece of duct tape on the front that looks and feels like the real deal.  With all that being said, the content is even better.  

I won't attempt a book review but one concept I have to discuss is called The Curse of Knowledge.  This is a concept that I have faced many times in my career.  The premise is simple, people get too close to a concept, product or idea often times feel the need to share every piece of information they have gathered.  This is quite obviously detrimental when selling almost any product or service.  You don't need all the background information on why something is great, just tell me why it is great.

There are many other great learnings in this excellent and well researched book.

http://www/madetostick.com/blog/