The Power of Creating Ideas That Stick

If there’s one thing we know for sure in business, it’s that making your ideas stick is harder than it seems. But Chip and Dan Heath cracked the code in their bestselling book Made to Stick. They’ve figured out the core message behind why some ideas stick while others fade. As Mark Twain wisely said, "A lie can get halfway around the world before the truth can even get its boots on." And it’s not just lies that spread quickly—sticky stories, especially those that challenge the status quo, spread just as fast.

In their book, the Heath brothers introduce the concept of stickiness, outlining the SUCCES framework—a simple yet powerful method to craft concrete ideas that are contagious, memorable, and impactful. This blog post breaks down the six key principles that make an idea sticky and unforgettable.

SIMPLE - Master the Art of Exclusion

The first rule of making an idea stick is simplicity. A simple message is not about dumbing down complex ideas, but about stripping away the unnecessary and focusing on the core message.

Take Bill Clinton’s 1992 campaign slogan: “It’s the economy, stupid.” A direct and clear message that challenged abstract ideas and made the concept concrete.

To make your ideas sticky, ask yourself: What’s the essence of what I’m trying to communicate? If you can distill your message into a single, powerful sentence, you’re on the path to success.

UNEXPECTED - Grab Attention with Surprise

The human brain is wired to notice the element of surprise. If your message is predictable, it won’t stand out. To make your idea sticky, you must break consumer behavior patterns and create unexpected moments that capture attention.

For example, JFK’s famous moon speech in 1961 was unexpected because it introduced an emotional idea that seemed impossible at the time: landing a man on the moon within a decade. That inspirational story sparked curiosity and motivation.

Anti-authorities also play a role in this principle. When credible sources outside of traditional power structures present unexpected yet compelling claims, people pay attention.

CONCRETE - Make Your Ideas Tangible

Abstract ideas don’t stick. Concrete examples do. The more relatable examples you provide, the more internal credibility your message gains.

Think about it: Would you rather hear a company say, “We help businesses grow,” or hear a specific claim like, “Our clients see a 30% increase in sales within six months”? The second statement is testable credential—it gives external authority to your idea and makes it real.

To make your message sticky, use tangible language, visual descriptions, and concrete ideas to drive your point home.

CREDIBLE - Build Trust with Real Facts

An idea stick only if people trust the source of credibility. We trust facts, but not all facts are created equal. When authoritative sources or testable credentials back an idea, it becomes more believable.

A great example is Stephen Covey’s The 8th Habit. Instead of stating, “Only 37% of employees understand their company’s goals,” he made it concrete with an analogy: “If a soccer team had the same scores, only four of the eleven players would know which goal is theirs.” This power of stories makes an abstract problem stick.

When presenting an idea, back it up with credible ideas, external authority, and relatable examples to strengthen your message.

EMOTIONAL - Make People Care

Facts alone don’t inspire action—emotional connections do. A credible idea becomes memorable when it resonates on an emotional level.

A connection plot makes people care. Studies show that people donate more money when presented with a single, personal story rather than a list of statistics about a crisis. This is why brands use inspirational stories in their marketing.

To make your idea sticky, tap into emotions. Ask:
What’s the deeper human need behind my message?
How can I create a compelling narrative around it?

When you tell stories that evoke strong emotions, your ideas stick and influence consumer behavior.

STORIES - The Ultimate Way to Connect

Nothing beats a great story. Stories are how humans learn, remember, and relate to one another. A strong narrative with a connection plot triggers all the other SUCCES principles—simplicity, surprise, concreteness, credibility, and emotion—in one unforgettable package.

A great example? Jared from Subway. He lost 245 pounds by eating Subway sandwiches. That’s a concrete, emotional, and credible story that challenged the status quo and made Subway a household name.

Ask yourself: Is my message wrapped in a story that people will remember? If not, you’re missing out on the power of stories.

Chip and Dan Heath have uncovered the formula for sticky ideas, and these six principles—Simple, Unexpected, Concrete, Credible, Emotional, and Stories—are your game plan for success. If you want to make your message sticky, integrate these strategies into your brand, marketing, and leadership approach.

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