Made to Stick

Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas succeeding?

1. Simplify Your Message for Better Retention

People can only digest so much information at once, and simplicity is key to making ideas stick. By focusing on a single, core message, you ensure that your audience can grasp your idea and carry it forward. Stripping an idea down doesn’t make it shallow; it makes it accessible.

Simplicity doesn’t mean dumbing down a concept. Instead, it involves finding the essence of your idea and presenting it in an easy-to-understand way. Southwest Airlines uses the slogan "THE Low Fare Airline" to encapsulate their competitive edge. They avoid convoluted explanations or comparisons.

Complexity weakens the impact of a message because people tend to forget details. Instead of vague or technical language, clear and to-the-point phrasing creates memorable ideas. Crafting a "sticky" idea is like refining a diamond—cutting away what’s unnecessary to reveal its brilliance.

Examples

• Southwest Airlines’ slogan “THE Low Fare Airline” stands out because it’s simple and engaging.
• Journalists create attention-grabbing headlines to summarize whole stories in just a few words.
• Pro-science groups use “Keep it simple, keep it smart,” to promote effective communication.

2. Use the Unexpected to Grab Attention

Our brains love predictability, but this also means they skim past routine information. When we encounter something unexpected, it forces our brains to snap out of autopilot and focus. Surprising twists or unconventional delivery can grab attention immediately.

Think of a flight attendant who launches into a quip during the safety briefing, saying, “There may be 50 ways to leave your lover, but there’s only one way off this plane!” Breaking from the mundane sparks engagement and amusement, waking up passengers from their mental haze.

Adding surprises fosters curiosity by violating what someone thinks they already know. If something defies expectation, it is not only noticed but also more likely to be remembered and shared with others.

Examples

• A quirky flight attendant uses humor to get passengers to pay attention.
• Advertisers often create unexpected scenarios—like a gorilla playing drums in a chocolate commercial—to make the ad unforgettable.
• Apple used “Think Different” as a campaign slogan to surprise people with its bold call for innovation.

3. Create Curiosity with Knowledge Gaps

Making people aware that they don’t know something important grabs attention and keeps it. This tactic hinges on what’s called the “curiosity gap.” Humans instinctively want to close gaps in their understanding.

When presenting an idea, raise an intriguing question or highlight a puzzling fact. Start your story with something people don’t expect, prompting questions they’re eager to clear up. For instance, marketers might ask, “Why do 40% of customers account for only 10% of revenue?” This immediately engages the audience and piques their interest.

Curiosity is a driving force in communication, almost magnetizing attention. Books, news headlines, and advertisements commonly thrive on the audience’s desire to know the end of the story or uncover the solution to a mystery.

Examples

• Mystery novels thrive by creating an unanswered "whodunit?" curiosity.
• Tantalizing celebrity gossip headlines use teasers like “You’ll never believe what she said next.”
• Startling business statistics like unequal customer spending prompt audiences to pay attention.

4. Speak in Concrete Details

Abstractions are forgettable, but concrete details make ideas clear and memorable. Describing something in a tangible, relatable way sticks with the audience. Too often, people overestimate how much others understand abstract comparisons or industry jargon.

The example of someone tapping out a song but the listener not recognizing it highlights this problem: the tapper "hears" the melody in their head, while the audience hears mere knocks. In the same way, complex descriptions lose people unless broken into simple, understandable specifics.

Whether it's a product or concept, think about the everyday language and scenarios that other people can relate to. Replace abstract terms with actions, imagery, or relatable details to make communication effective.

Examples

• A retail worker isn't just "providing excellent service"—they’re exchanging a shirt for a happy customer.
• Advertising campaigns use clear comparisons, like “as much fat as three cheeseburgers,” to resonate with customers.
• Aesop’s fables use vivid, specific imagery like “the fox and the grapes” rather than abstract morals.

5. Build Credibility Through Trust

People trust ideas that feel believable. Adding credibility means either providing strong references, such as a trusted expert, or offering vivid information that intuitively supports your message.

For example, the anti-smoking campaign showed the image of a young woman wrecked by years of smoking, instead of spewing dry medical data. Her personal story created a powerful emotional and believable appeal.

To increase believability, use authoritative backers or relatable anecdotes, and always aim to ground your ideas in something real that others can see or verify.

Examples

• A woman with ruined lungs makes the impact of anti-smoking campaigns visual and believable.
• A fact like "nuclear stockpiles hold 5,000 times Hiroshima power" links data to something concrete.
• Reagan's slogan “Are you better off today than four years ago?” asked people to self-assess credibility.

6. Trigger Emotions to Inspire Action

An emotionally charged message carries an energy that motivates people to act. While facts offer logic, emotions drive behavior. The starving child depicted in an aid campaign creates urgency that no statistic on poverty rates ever could.

When viewers feel sadness, outrage, or hope, their hearts prompt them instead of just their rational minds. The best way to inspire action is to focus on one emotional, tangible element of a story rather than diluting the message with overwhelming statistics.

Tap into universal feelings—whether empathy, pride, or fear—to craft communications that people will care about and respond to emotionally.

Examples

• Starving children in aid commercials prompt donations faster than spreadsheets of statistics.
• Viewing a ravaged lung encourages more people to quit smoking than abstract graphs do.
• Charities evoke sympathy by sharing personal stories instead of faceless numbers.

7. Prioritize What’s Beneficial to Your Audience

Everyone cares most about themselves, so align your idea with what people want or need. By answering “what’s in it for me?” you ensure your audience pays attention.

For instance, Texas’ anti-litter campaign appealed to pride with the slogan “Don’t Mess with Texas.” Featuring local celebrities made the message relatable and impactful. This empowered citizens to see their participation as an expression of state pride.

Tailoring your vision in ways that highlight personal advantages or affiliations increases its resonance and ensures commitment.

Examples

• The Texas anti-litter campaign personalized outcomes for Texans who respect their home state.
• A great product pitch focuses on user benefits, showing how features meet personal desires.
• Good campaigns always help the audience picture their better future alongside the product.

8. Tell Stories to Engage and Transform

Stories captivate humans. They simulate experiences, teaching us implicitly while also entertaining us.

Subway famously shared the real weight-loss journey of Jared, who survived obesity eating two sandwiches daily. This powerful narrative invited millions to envision themselves thriving under Subway’s food philosophy. No slogan could replicate this depth of influence.

Through storytelling, emotional triggers bond the audience to your idea and inspire action where a dry presentation might fail.

Examples

• Jared’s Subway weight-loss story inspired customers to believe in achieving similar success.
• The “Good Samaritan” parable promotes helping others by showcasing relatable human empathy.
• Isaac Newton’s apple story creatively illustrates moments of inspiration or "aha" moments.

9. SUCCESs Framework Brings It All Together

The toolkit for creating sticky ideas boils down to one framework: SUCCESs. It stands for: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Combining these makes information easier to remember, repeat, and share.

If any part of a presentation lacks stickiness, using SUCCESs highlights what needs reform. Whether pitching a product or cause, following this framework increases the chance of success—and makes your ideas unforgettable.

Examples

• A charity makes their campaign efficient by integrating emotional narratives like a hungry child’s photo instead of graphs.
• Business pitches startle audiences with surprising questions that make people curious.
• Campaign slogans like “Don’t Mess with Texas” balance simplicity, concreteness, and emotion.

Takeaways

1. Strip your message to its core concept and say it in the simplest, most memorable way.
2. Use surprising elements and emotional stories to grab attention and inspire actions.
3. Anchor your ideas in relatable situations and speak directly to the needs of your audience to ensure they resonate.