In Made to Stick, Chip and Dan discuss fables. My favourite fable growing up was The Fox and the Grapes story. A fox strolls through an orchard and sees a bunch of grapes ripening high on a grape vine. Despite multiple attempts to run, jump, and grab the grapes, the fox always misses. Finally, he gives up out of exhaustion. Walking away, he sighs, “I’m sure they are sour anyway.”

What’s interesting about fables is that they give us morals. After reading The Fox and the Grapes, readers resonate: ‘it’s easy to despise what you can’t get.’ Another lovely fable is The Hare and the Tortoise with the prominent message of ‘slow and steady wins the race’. Morals like these reflect some profound truth about human nature and they are memorable because they contain a concrete idea that readers take out of the story. As a result, the…