made-to-stick

# Made to Stick Framework A framework for crafting ideas and messages that are understood, remembered, and drive lasting action. Based on decades of research into why some ideas survive and others die. ## Core Principle **The Curse of Knowledge is the single greatest barrier to effective communication.** Once we know something, we can't imagine not knowing it—which makes us bad at explaining our ideas to others. Sticky ideas aren't born, they're made: the SUCCESs framework provides six principles that make any idea more memorable and impactful. ## Scoring **Goal: 10/10.** Score any messaging (copy, presentations, campaigns, onboarding) by running the [Quick Diagnostic](#quick-diagnostic): rate each of the six traits 1-10, then map the 6-60 total to a band (50-60 = 9-10, extremely sticky; 35-49 = 7-8, strong; 20-34 = 4-6, forgettable; below 20 = ≤3, won't stick). Always state the current score, which traits scored lowest, and the specific fix from the diagnostic's Fix column. ## The SUCCESs Framework **S**imple · **U**nexpected · **C**oncrete · **C**redible · **E**motional · **S**tories **Not a checklist—a toolkit.** Not every sticky idea uses all six, but the stickiest ideas tend to use most of them—don't force all six onto a message that only needs two. ### 1. Simple **Core concept:** Find the core of the idea and share it compactly. Simple ≠ dumbed down—it means ruthless prioritization: "if you say three things, you say nothing." **The Commander's Intent:** if ev...