According to brothers Chip and Dan Heath, there are six principles that dictate why some ideas stick and others don’t. In this segment we highlight the remaining principles. The fourth of these principles is credibility. Ideas become stickier by leveraging external and internal sources of credibility and by allowing audiences to test them for themselves. The fifth sticky principle is emotion. If you want people to take action, you first have to make them care. The sixth sticky principle is the power of stories. Stories are like mental flight simulators that prepare us to make better decisions. To learn about the other principles that make ideas stick, visit the first part of this video.

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