This authors discuss what makes messages "stick"; messages that will be remembered by their audience.
Communication advice tends to involve the "delivery" of the message, for example standing up straight, making eye contact, repeat the points, and etc.
One of the points of this book is that you can do all of that and still not create an idea that sticks.
The authors identify six attributes that sticky ideas have (acronym SUCCESs):

•  Simplicity - think of proverbs, short messages with a lot of substance.
  
•  Unexpectedness - surprise the audience to get their attention, spark curiosity by leveraging a gap in knowledge.
  
•  Concreteness - specific people doing specific things.
  
•  Credibility - authority (expert), anti-authority (smoker speaking against smoking), internal credibility (research has shown that arguments with more details, even irrelevant details, are more effective)
  
•  Emotions - evoke emotion to make people care, which leads to action. 
  
•  Stories - stories can be used to make the audience an active one.
  

You can improve the stickiness of your ideas by applying these principles to your messages.
This was a very informative and at times entertaining.