The SUCCES sticky idea formula

Source: https://www.instagram.com/reel/Da3G95zNsXR/?igsh=MXM0N2FiOGlxeTBxOA==

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Summary

The video breaks down the "SUCCES" formula from Chip and Dan Heath's book Made to Stick: six ingredients that make ideas stick in people's minds. It walks through each element and shows how Apple's "Think Different" campaign hit all six.

Core ideas

One context card plus 11 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

“Every iconic brand that you love follow this one formula when coming up with new ideas.”
@growthforbreakfast

“A clear message cuts through the noise and gets remembered.”
@growthforbreakfast

“Evidence kills the skepticism before it even starts.”
@growthforbreakfast

“We remember what we care about, and then we act on it.”
@growthforbreakfast

“A story carries the idea much further than any fact could do.”
@growthforbreakfast

“Whoever builds their idea to stick is the one that everyone remembers.”
@growthforbreakfast

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