- Simple is finding the core of the idea. For Southwest, the core is “we are the low fare airline”. Simple = core + compact. Play on schemas – what people already know – and build on it. A pomelo is like a grapefruit, but bigger. Start with the lead and then expand. A little bit of utility and excitement and then give more and more. Weave in analogies and metaphors whenever you can. It makes something hard to think about, easier
- Unexpected – Get people’s attention by breaking a pattern, be unexpected. People become interested and curious when there is a gap in their knowledge. It can be helpful to co wider what questions you want customers to ask rather than what info you want to convey.
- Concrete – Make ideas and goals concrete to help align people and give them a roadmap to make better decisions
- Credibility – find ways to make your idea credible through external (spokesperson), internal (something inherent to the product and capture with statistics to stories), anti-authorities, or audience (see for yourself!)
- Emotional – make things emotional, not analytical. People remember how you made them feel, not what you said
- Stories – There are a few different types of stories you can rely on. Challenge stories give you motivation to overcome challenges, connection stories stress relationships, creativity stories help you solve problems. A good story nearly always encapsulates the entire SUCCESS framework. The hardest part is keeping it simple and making sure it’s tied to the core of your idea
What I got out of it
- For an idea to stick you need the audience to pay attention, understand and remember, agree and believe, care, be able to act on it.