"Made to Stick" really changed the way how I think about convincing anyone. How I think about presentations and things I read.
It may be impossible for me to remember precisely everything but one most important thing that I learned is the power of stories. Turns out hearing a story is single best thing just after having your own experience. It's even proven that stories activate the same brain areas as if you actually do the thing you hear about. That's big. That alone is biggest reason to use stories instead of arguments and data.