The Heath brothers give readers a paradigm (SUCCESS) of qualities that make the messages, ideas, communications, campaigns you create useful and lasting. I find their concepts easy to remember and extremely useful in day-to-day communication. They clearly drink their own cool-aid, which in this instance is a good thing! Probably the most practical idea they put forth is "the curse of knowledge." I keep it in mind whenever I'm explaining a problem or concept to others, preparing a presentation or even forming questions in my mind when I'm trying to understand someone else. What "the curse" boils down to is that most of us deliver too much expertise in our communications and we get bogged down in details. If you can skillfully cut through that (to the core, so to speak) you and your audience will end up the better for it!