Making ideas sticky is all about reducing the bandwidth for the reader. There are two steps in making your idea sticky:Ģ) Translate the core using the SUCCESs checklist. “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” It is about finding what is most important.

To get to the core of the idea, you must remove any superfluous and tangential elements. SimpleĪ sticky idea must be simple, not in the terms of “dumbed down” or “sound bite”, but should find the core of the idea. It is the combination of these 6 principles that make it work. The framework is a checklist for creating a successful, or sticky, idea using a simple unexpected concrete credentialed emotional story ( SUCCESs). However, we can engage our audience by using a simple framework that will ensure our ideas are remembered. We fail to connect to our audience by making our ideas relatable. Once we know and understand something we assume everyone else does too. One major reason is we tend to suffer from “The Curse of Knowledge”. We think our audiences hang on to every word we feed them but oftentimes that isn’t the case. So what makes an idea sticky? It must follow 6 principles:įavorite Quote “For an idea to stick, for it to be useful and lasting, it’s got to make the audience:

They have a lasting impact on the intended audience by making them listen, believe and act. Ideas that “stick” are ones easily remembered and understood.

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