Made to Stick
StrategySummary
Why some ideas survive and others die — and the six principles that make ideas memorable.
Key Insights
- Simple, Unexpected, Concrete, Credible, Emotional, Story (SUCCES)
- Strip your idea to a single core message — bury what isn't essential
- Stories beat statistics in every memory test ever run
- Concreteness beats abstraction — show, don't generalise
Action Items
- 1Take your next big idea — express it in one short sentence
- 2Replace one stat in your pitch with a single, specific story
- 3Add one unexpected, surprising detail to your message
- 4Ask: would a 12-year-old understand this? If not, simplify
Core Theme
Sticky ideas are simple, unexpected, concrete, credible, emotional and stitched into story.
Discovery is the first stage. Now travel the path from understanding to transformation.