The hard part is weeding out ideas that may be really important but just aren’t the most important idea… The value of the Intent comes from its singularity… It’s about discarding a lot of great insights in order to let the most important insight shine.” To get to the core, we’ve got to weed out superfluous and tangential elements. “‘Finding the core’ means stripping an idea down to its most critical essence. You need to start with finding the core of your message. If you want your idea to be remembered, your message has to be simple. The communication was too complex and unfocused. And it’s unlikely that you remembered most (or even any) of the author’s points. Have you ever heard a speech or read a document by someone who presented you with 5-10 concepts? If you have, chances are that you didn’t grasp the central point of the author’s communication. It’s important for your message to be simple if you want your audience to quickly understand and remember it.

Let’s go into a bit more detail into each component of the SUCCES framework. Understand and remember → Simple and Concrete.Mapping it back to the actions needed from an audience for the idea to become sticky, we see the following: Although admittedly a bit corny, their framework is called “SUCCES.” The authors’ framework for creating sticky messages addresses these necessary actions from the audience. In order for an idea to stick, an audience has to do the following with the message: In Made to Stick, they lay out a framework for creating sticky messages. The central question that the authors attempted to answer in this book is, “Why do some ideas succeed while others fail?”Īfter spending hundreds of hours analyzing sticky ideas such as urban legends, proverbs, and jokes, the authors discovered that sticky messages follow a set of best practices. I recently read Made to Stick, by Chip Heath and Dan Heath.

Made to stick by chip & dan heath