simple, unexpected and concrete were easy concepts for me to internalize in ‘made to stick’ but for some reason i am having trouble with the 4th of the 6 qualities of sticky messages, that being credibility. i understand the idea of using testimonies, statistics and/or examples, but when i sit down to rattle off the traits that i’ve read about so far credibility just isn’t sticking. so i find myself in quite a conundrum: how can an attribute of a sticky message fail to stick? perhaps because it seems to me that any message you use to make an idea credible is going to have to be simple/unexpected/concrete, and for me it is like the seasoning on a dish you are preparing, in this case the seasoning is overpowering the dish. perhaps as i read on it will become sticker.