The Heath brothers were interested in what makes some ideas effective and memorable and other ideas utterly forgettable. Some stick and others fade away. Why? What the authors found—and explain simply and brilliantly in their book—is that "sticky" ideas have six key principles in common: simplicity, unexpectedness, concreteness, credibility, emotions, and stories.
the biggest reason why most people fail to craft effective or "sticky" messages is because of what they call the "Curse of Knowledge."
The easiest way to explain complicated ideas is through examples or by sharing a story that underscores the point.
To do this, they scrutinized every scene to make sure that the scene—no matter how cool it was— actually contributed to the story.
eliminating parts that are not absolutely crucial to your overall point or purpose of the talk. You must be ruthless. When in doubt, cut it out.