Make your ideas simple. What we mean by "simple" is finding the core of the idea.

#Concrete Movie popcorn contains more fat than a bacon&eggs dinner, a Big Mac, and fries for lunch and a steak dinner - combined!

#Concreteness: How do you help people understand your idea and remember it much later? - specificity. tangible details.

#Credibility: How do you get people to believe your idea?

#Emotional: How do you get people to CARE about your idea?

#Unexpectedness : How do you capture people's attention ... and hold it?

#Simplicity: How do you learn to strip an idea to its core without turning it into a silly sound bite?

#Unexpectedness : “To get someone's attention break a pattern of thinking.”

#Simplicity : “You say 10 things, you say nothing.”

#Concreteness : "Cook until the mixture reaches a hearty consistency." Huh? Just tell me how many minutes to stir!

The more we reduce the amount of information in an idea, the stickier it will be.