Ideal Clinics

The authors create a motif with a series of “Idea Clinics” that are dispersed throughout the book. These ideal clinics are included as a teaching tool to reinforce the ideas that have just been presented. These clinics include exercises and challenges for the reader to bolster his understanding of the topics just covered. The collective goal of these clinics is to provide in simple and clear terms how to make ideas stick.

In the first segment of the clinic, a situation and message is presented that need help. Working with each of the clinics reinforces the material that the authors present about making messages effective so that your ideas stick. It is the job of the student or reader to improve on the messaging. A “punch line” at the conclusion of each clinic captures the core issue that the clinic was attempting to get across. A scorecard...