“Which would you rather eat, broccoli or a cheeseburger? Broccoli is good for us and we should eat more of it. And yet, when push comes to shove, we often pick the cheeseburger. It’s just tastier—you can say the same thing about messages or ideas. Non-profit communication is often like broccoli. Listeners know it’s the right thing to do, that they should care, and yet they don’t give it the attention it deserves, but if you understand the science of effective communication, you can make any message tastier and more likely to catch on:” http://www.ssireview.org/blog/entry/making_ideas_catch_on?utm_source=Enews&utm_medium=Email&utm_campaign=SSIR_Now&utm_content=Title