The SUCCES sticky idea formula

Core ideas

• Simple: Strip an idea down to one core thing. A clear message cuts through noise and actually gets remembered.
• Unexpected: Break a pattern so the brain wakes up. Surprise grabs attention and makes people lean in.
• Concrete: Give people something they can visualize. Concrete images give the mind an anchor to hold onto.
• Credible: Back the idea with a detail or number people trust. Evidence kills skepticism before it starts.
• Emotional: Make people feel something instead of just know it. We remember what we care about, and that's what drives action.
• Story: Wrap the idea in a narrative that travels. A story carries an idea further than any fact ever could.
• Apple case study: "Think Different" hit all six boxes at once, simple, unexpected, concrete, credible, emotional, and story-driven, and Apple went from near bankruptcy to the most valuable company on earth.
• Before launching any idea or campaign, check it against all six SUCCES elements.
• Cut your message down to one core point before adding anything else.
• Add a real number or detail to make the idea credible, not just persuasive.
• Wrap the core message in a story instead of a list of facts.

Quotes