Made to Stick examines advertising campaigns, urban myths, and compelling stories to determine the six traits that make ideas stick in our brains.

What makes some ideas thrive and others fizzle? Coauthors and business professors Chip and Dan Heath have come up with some answers.

Their first book, Made To Stick, was published in 2007 and lays out a simple way of getting others to pay attention to your ideas, using stories of people's communication successes and failures to illustrate the best methods.

Whether you're trying to lead a team at your company or a revolution, effective communication, peppered with 'sticky' ideas, is the place to start.