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Why do some ideas thrive while others die? And how do you get yours in the first category? Learn practical techniques for making your ideas stick with Chip Heath, Fast Company columnist and co-author of the New York Times and Wall Street Journal bestselling book, Made to Stick.

How can you use a high-concept pitch to explain your business quickly? How can you grab attention by violating schemas? How can you learn to spot an effective story? Whether you need to reach customers, employees, or investors, you'll find inspiration in the six principles of sticky ideas.

We tend to think that having a good idea is 90 percent of the battle. We think the communication part - getting your idea across to others - will come naturally. It won't. Ideas aren't born sticky, you have to make them stick. Here's the good news - there are reliable ways to make that happen.

Sticky ideas of all kinds have six principles in common. Those principles hold true across the spectrum of successful ideas: Aesop's fables, modern-day urban legends (like the "kidney thieves" tale), advertising campaigns (like Subway's Jared), and public-health messages (like anti-smoking commercials). By using these six principles of stickiness, you can craft your ideas to have greater impact.