Make your idea sticky

SUCCESS is a mnemonic for making your idea sticky, from the entertaining and informative book Made to Stick , by the Heath brothers. It outlines six principles that help ideas resonate, stay memorable, and inspire action: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.

• Simple: Strip your idea down to its core, making it easy to understand and remember.

• Unexpected: Capture attention by surprising your audience or breaking their expectations.

• Concrete: Use vivid, tangible details to make your idea real and relatable.

• Credible: Build trust by including authority, data, or real-world examples.

• Emotional: Tap into emotions to make your message resonate on a deeper level.

• Stories: Use storytelling to create connection and drive engagement.

By applying these steps, you can communicate ideas that stick in the minds of your audience long after they’re shared.

Related ideas

• The Marketing Rule of 7

Examples of the principles of Made to Stick in action:

• Eat the Frog
• Frog boil
• The bullwhip effect
• The cobra effect
• Goodhart's Law
• Survivorship Bias