Chip and Dan Heath's 2007 framework for why some ideas stick and others fade — the SUCCESs model (Simple, Unexpected, Concrete, Credible, Emotional, Stories) — providing a checklist for designing memorable and persuasive communication.
Operationalizes the science of sticky ideas — Made to Stick's SUCCESs model provides communicators with specific, testable dimensions that make ideas memorable, fixing a gap between academic research on memory and practical communication advice.
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