I just finished reading Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath and Pat Heath’s book that examines why some ideas “stick,” while others die. If The Tipping Point was about how ideas spread, Stick is about why those ideas spread and why we remember them.

If you’ve heard that urban legend about the guy who wakes up in an ice-filled Vegas bathtub facing a note that tells him to call 911 because his kidneys have been stolen, then you’re familiar with the sticky story.

Made to Stick is filled with examples of bland stories that have been made intriguing. Along the way, you learn that, according to the Heath brothers, all memorable stories are simple, unexpected, concrete, credible, emotional and (contain elements of a) story.Recommended.

Other books this month: The Alienist: A Novel, The Brand Gap: Expanded Edition, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, Rain Making: Attract New Clients No Matter What Your Field and Rubicon Beach: A Novel.