Made To — Stick

: Find the core of any idea by stripping it down to its most essential, compact form.

: Grab attention by breaking a pattern or creating a "curiosity gap" that people feel the need to fill.

: Make people care by appealing to their feelings or self-interest.

: Use sensory information and specific examples rather than abstract language to make the idea graspable.

: Use "anti-authorities" or vivid details to give the idea believability without relying solely on traditional status.