The author does not practice what he preaches. The important point is to get to the "core" of your idea, simplify it enough so that the important message "sticks", and tell stories.
Here are his two best "sticking" examples, so you can save your money and time. When Bill Clinton ran for president he had several important points to make, James Carville helped reduce those points down to "It's the economy stupid" and it stuck. The other good example was Regan's line that got him elected "Are you better off today than you were 4 years ago?". These were "core" messages that worked.
The rest of the book did NOT stick. It was a mostly a slow, drawn out snooze-fest. Get anything by Seth Godin instead if you want marketing inspiration.