made-to-stick

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 |

使用 Heath brothers 的 SUCCESs 框架让您的信息令人难忘。 适用于： **为需要坚持的产品、活动或公司制定核心信息**； **向可能忘记 90% 内容的观众呈现复杂的想法**； **撰写人们记住并重复的标题、标语或口号**； **当保留比覆盖更重要时进行培训或教育**； **向投资者或利益相关者推销**，其中一个令人难忘的想法胜过十​​个容易忘记的想法 来源：guia-matthieu/clawfu-skills。