it's a good better your knowledge stuff kind of book. basically runs through their list of why ideas are and can be memorable... I really enjoy these semi-psychology books and I sometimes forget the finesse to their cogent arguments on our brain-stickiness when I reiterate them so I reread this one. (Learnt Finesse from Wordament... this is the first time I apply the word might be sloppy as are most of my words :S)
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