Communication is a very important tool of a successful systems engineer. This is because a systems engineer has to be able to convey his/her ideas to several teams (Prod Mgt, Developers, testers, marketing etc).
Along these lines, recently read a cool book on effective communications. The gist of the book is very nicely summarized here. By the way, the book is available here.
The "stickiness factor" is one of the three rule of epidemics described in The Tipping Point. The other two being "The law of the few" and "The power of context".