Made to Stick, by Chip and Dan Heath [1]. They ask "how is it that certain ideas seem to stick our minds better than others?", and give concrete advice on how to improve the stickiness of your own ideas. I've found it useful to avoid forgettable business waffle that fails to change people's minds nor behaviour. One of the many examples they give is of Nordstrom (a fashion retailer). They could have said "we want to delight our customers". Instead, they use stories of employees that embodied those principles: ironing a shirt for a customer that needed it that afternoon, refunding tyre chains even though Nordstrom doesn't sell tyre chains.

[1] http://www.amazon.co.uk/Made-Stick-ideas-others-unstuck-x/dp...