One of the interviews in Guy Kawasaki’s Reality Check is with Chip and Dan Heath, authors of Made to Stick: Why Some Ideas Survive and Others Die. In the interview they lay out six principles that are true of all sticky ideas, though not all ideas will necessarily have all six. The principles are summed up in the acronym SUCCESS; from their website excerpts, they are:   

• Simplicity: The idea is memorable; it is both simple and profound. 
  

• Unexpectedness: The idea is counterintuitive; it violates people’s expectations thereby engaging.

• Concreteness: The idea is expressed in specific, concrete statements or images, not abstractions.

• Credibility: The idea has credentials because it’s endorsed by an authority or offers a way for people to test the idea via their own experience.

• Emotions: The idea is able to establish an emotional connection, and get people to care.

•  Stories: The idea is shared via story.

In a short-hand summary, the authors note that an idea is sticky because it is a Simple Unexpected Concrete Credentialed Emotional Story.

Think this could apply to your success? I do. So, this book is definitely on my reading list (and it's about time!).