Made to Stick: Why Some Ideas Survive and Others Die , by Chip Heath & Dan Heath. Random House, 2007.

Using famous and not-famous examples, the authors analyze common elements of real and (urban) mythical ideas that "stuck." The six principles they arrived at are: the ideas are simple, unexpected, concrete, credible, emotional, and tell a story. Having read the book, I can see applications in all areas of life - anywhere you have a message to convey. By applying the six principles, anyone should be able to craft a message that will be immediately clear, to the point, and "sticky." (Footnote: I have trouble remembering the correct title of the book - even though the safety-orange cover and simulated duct tape across the front is vividly in my mind.)