Finished "Made to Stick," which I mentioned last post. Quite good. Basically, it's a marketing book, about how to formulate ideas so that people remember them, looking at a bunch of recent examples -- Subway commercials with Jared the dieter, JFK's announcement about putting a man on the moon, Southwest's decision to make itself the low-cost airline and have that idea control every decision the company makes.... I remembered those without having to look back at the book, so I guess it works. My one criticism of the book is that, like a lot of marketing-type books (The Long Tail, Blink, etc), when you get to the end you realize it all could have been summed up in just a few pages. And in fact, the book includes an outline at the end that does sum it up in a few pages. And there's not really all that much more in the long version than in the outline. It's well-written, very readable, I enjoyed it... but it's padded, even though a bunch of it does stick. And it's kind of common sense -- stories stick, PowerPoints don't. They have an acronym, and I'll see if I can reproduce it without cheating: SUCCES -- Simple, Understandable, Concrete, Credible, Emotional, Stories. OK, I just cheated to check -- I got U wrong -- it's Unexpected. But I was close. Here's a mixed review by Barry Schwartz (whose book, The Paradox of Choice, is in this same universe of books and also good) from the Washington Post.