Explore the fascinating psychology behind why certain ideas stick in our memory in this 28-minute video from the "How Ideas Spread" series. Delve into the perfect storm of factors that make information memorable, including simplicity, unexpectedness, concreteness, and credibility. Examine how the "Less Is More" principle affects memory retention, learn to harness the power of analogies, and understand why unexpected information is more likely to be remembered. Discover the impact of opening curiosity gaps, the difference between concrete and abstract language in memory formation, and the importance of message credibility. Investigate how testable credentials generate trust, and conclude with four key principles that help ideas stick. Perfect for those interested in psychology, communication, and the science of memory.