Making the Idea Stick

We tend to spend a lot of time thinking about how to make messages more contagious - how to reach as many people as possible with our products or ideas. But the hard part of communication is often figuring out how to make sure a message doesn't go in one ear and out the other. Stickiness means that message makes an impact. You can't get it out of your head. - Malcolm Gladwell in his book "The Tipping Point."

I think Malcolm Gladwell must have attended a tent revival in his youth where the whole town got saved every time the evangelist came to town. What makes an idea stick? When do people "stick around" and get plugged into a church?