Common sense is the enemy of sticky messages. When messages sound like common sense, they float gently in one ear and out the other. And why shouldn't they? If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't, as with the Hoover Adams and Southwest examples. It's your job, as a communicator, to expose the parts of your message that are uncommon sense.