As author Chip Heath told the audience at the Marketing Profs conference in Chicago this week, “In a market where it is difficult to be heard – only the sticky messages will break through.” One of the reasons for this is that “common sense” is not sticky enough for people to remember.

They assume what they’re hearing or reading is what they get from everyone else, so they flush it from their mind.

A good example would be corporate boilerplate or a mission statement. These never seem to have enough bite to really make them stick – hence you need to move from common sense to uncommon sense!

After hearing Chip deliver the conference keynote speech, I decided to ask him a few questions of my own to further illuminate the challenges facing the B2B technology marketer. I hope you enjoy …

About the Authors

Brothers Chip Heath and Dan Heath are the co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die, which has been a New York Times, Wall Street Journal and BusinessWeek bestseller.

The Heath brothers write a monthly column called "Made To Stick" for Fast Company magazine. They have spoken and consulted on the topic of "making ideas stick" with audiences from organizations such as Microsoft, Nissan, Fannie Mae and West Point.