This book is about making your ideas hit your audience and being remembered.
The authors state that there are 5 aspects that need to be considered, making up the acronym SUCCESs.
S: Simple – Find the core of your message. Express the core message simply.
U: Unexpected – Surprise your audience. If there is nothing new in your message, it is better to remain silent.
C: Concrete – In contradiction to abstract. Use concrete examples
C: Credible – Make use of anti-authority (e.g.: if even this person could do it, you can do it), make people try by themselves
E: Emotional – Appeal to peoples emotions and desires but do not stay in the low levels desires, such as making bucks.
S: Story – Use a story. It appeals to emotions, makes the audience play/live the idea. Stories are concrete.
I enjoyed reading this book because of the numerous stories/illustrations the authors provide. These stories make the authors point clear. The authors clearly use their own methodology in this book. It is a nice book for people who need to present their ideas and convince their audience to act upon their ideas.