Made to Stick

Core Concept

The framework for memorable ideas emphasizes finding essence while creating surprise and engagement.

Sticky Ideas Characteristics

Simple & Unexpected

• Simplicity involves identifying an idea’s fundamental meaning rather than oversimplifying
• Military’s Commander’s Intent exemplifies this: clear, accessible statements of objectives
• Southwest Airlines distilled their identity: “THE low-fare airline”

Curiosity Gaps

• Knowledge gaps trigger curiosity naturally
• Satisfying these gaps creates powerful learning experiences

Story-Powered

• Narratives simulate past situations, teaching behavioral responses
• Stories motivate action through emotional resonance

SUCCESs Framework (Six Principles)

Simplicity

Proverbs demonstrate profound ideas in minimal language; Hollywood pitches like “Die Hard on a bus” show streamlined core concepts

Unexpectedness

Pattern-breaking captures sustained attention; common sense messaging gets forgotten easily

Concreteness

Abstract language diminishes comprehension and retention; the brain functions like “Velcro,” requiring multiple sensory hooks

Credibility

Internal credibility matters when external authority unavailable; testable credentials enable audience verification

Emotions

Individual-focused messaging outperforms abstract appeals; WIIFY (what’s in it for you) remains essential

Stories

Three primary types—challenge (obstacles overcome), connection (relationships emphasized), creativity (innovative solutions)

Key Challenges

Curse of Knowledge

Communicators mistakenly assume audiences share their understanding, creating gaps

Strategic Takeaways

Concrete language, emotional connections to individuals, and varied narrative approaches strengthen message retention and persuasiveness.