Dear listeners, welcome back to Book Club. We’re making our way through Chip & Dan Heath’s Made to Stick — a book dissecting all the factors that make certain messages and stories STICK. And there’s a lot of unpack!

So, not unlike other greats such as JRR Tolkien or the makers of Die Hard, we’ve split this into multiple parts. (Listen to Part 1 on “Simplicity” HERE!)

Part 2 covers “Unexpected”, “Concrete” and “Credible” on the SUCCESs checklist for story stickiness.

Need help in one of these areas? Tons of great examples and Heath brother-approved insight await.

“SUCCESs checklist”