129 Stickiness
A formula for increasing the recognition, recall, and voluntary sharing of an idea.
• Stickiness explains why certain ideas go viral and become lodged in the cultural consciousness. It is characterized by the following six attributes, which form the mnemonic SUCCES:
1. Simple: Sticky ideas can be expressed simply and succinctly without sacrificing depth.
2. Unexpected: Sticky ideas contain an element of surprise, which grabs attention.
3. Concrete: Sticky ideas are specific and concrete, typically using plain language or imagery.
4. Credible: Sticky ideas are believable, often communicated by a trusted source.
5. Emotional: Sticky ideas elicit an emotional reaction.
6. Stories: Sticky ideas are expressible as stories, increasing their memorability and retelling.
See Also Inverted Pyramid • Storytelling • von Restorff Effect
