I am continuing to process Made To Stick, a Guns, Germs, and Steel-quality treatment about why some ideas survive and others die. I heard the authors interviewed courtesy of our local National Public Radio affiliate WUNC (which does their share of great content generation, btw), and to fit the ultra-dense format of radio, they said "there are six success factors for making an idea stick, but the first three, Simple, Unexpected, and Concrete, are the most important."
As the authors tell it, experts suffer from The Curse of Knowledge, and the nature of the curse is such that it is almost impossible for those so cursed to keep things simple or, for that matter, concrete. Complexity is fun, and abstraction is what gives theories their power. It also makes them notoriously transient in people's minds.