Make your messages unforgettable using the Heath brothers' SUCCESs framework
| Source | Made to Stick: Why Some Ideas Survive and Others Die (2007) | | Experts | Chip Heath (Stanford GSB) & Dan Heath (Duke CASE) | | Core Principle | "Sticky ideas share common traits. The SUCCESs framework—Simple, Unexpected, Concrete, Credible, Emotional, Stories—transforms forgettable messages into unforgettable ones." |
| Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |
Make your messages unforgettable using the Heath brothers' SUCCESs framework Use when: **Crafting a core message** for a product, campaign, or company that needs to stick; **Presenting complex ideas** to audiences who may forget 90% of what you say; **Writing headlines, taglines, or slogans** that people remember and repeat; **Training or educating** when retention matters more than coverage; **Pitching investors or stakeholders** where one memorable idea beats ten forgettable ones Source: guia-matthieu/clawfu-skills.