In this era of ever-tougher competition, your company's greatest asset is its managers. Why? They’ve got stellar ideas for new strategies that will leave rivals scrambling; for innovative products that will wow customers; and for fresh ways of doing business that will attract top talent, slash costs, and burnish your bottom line.

But even the best idea won't make a difference if a manager can't "sell" it—can’t get people to embrace it, remember it, and act on it.

Let bestselling author and communication thought leader Dan Heath show your managers how to make their ideas "stick" for maximum business impact. Dan reveals the six principles that distinguish ideas that thrive from those that die:

• Simplicity—strip the idea to its core, without turning it into a silly sound bite
• Unexpectedness—capture and hold people’s attention
• Concreteness—help people remember the idea
• Credibility—get people to believe your idea
• Emotion—persuade people to care about your idea
• Stories—get people to act on your idea new solutions

For each principle, Dan provides a wealth of examples of how real people have made great ideas sticky—in endeavors as diverse as business, entertainment, public health, and education.

Don't let your managers miss this opportunity to capture critical insights for crafting—and communicating—high-impact ideas.

Dan Heath is the co-author, along with his brother Chip, of the New York Times and Wall Street Journal bestselling book Made to Stick: Why Some Ideas Survive and Others Die.

Dan co-authors a monthly column for Fast Company magazine and serves as a Consultant to the Policy Programs at the Aspen Institute. He has taught and consulted on the topic of "making ideas stick" with organizations such as Microsoft, Macy's, Nestle, and the American Heart Association.

Before joining the Aspen Institute, Dan conducted research and wrote case studies for Harvard Business School. More recently, he worked and taught in the executive education division of Duke University. Dan is also the co-founder of a new-media learning company in Austin, Texas, called Thinkwell, which will celebrate its 10th anniversary this fall.

Dan received a B.A. from the University of Texas and an MBA from Harvard Business School.