Stickiness

Stickiness in writing is the degree to which a concept appeals to you and then lasts with you. If an idea has no stickiness, no one will understand it or remember it. An idea with no stickiness may just be unappealing to the reader, even if it is a well thought out concept. The stickiest ideas are the ones that stay with the reader for the rest of his life and help shape his own opinions and ideas in the future. The way an idea is presented can even have an effect on its stickiness. If the idea is very easily digestible by the reader it will stick right to them, whereas one they have to struggle to understand may never latch onto them because they decide its not worth the effort. A good idea should stick right away with no effort on the reader's part.
For the most part I would tend to agree with the way the Heaths define stickiness because they mention how interest plays a part in what makes some ideas stick and others disappear. An idea must first and foremost be appealing in its construction if it will be accepted by the reader and stick to them. Without any interest in the idea it is more likely to slip away from the reader. The main object of any writer should be to have as many of their points stick to his reader as possible, so that they might travel with that reader and be carried on in his own ideas that will hopefully stick to someone else one day.