The SUCCESs model is a checklist for making an idea stick: Simple, Unexpected, Concrete, Credible, Emotional, Stories. It comes from Chip and Dan Heath‘s book Made to Stick: Why Some Ideas Survive and Others Die published by Random House in January 2007. The book argues that sticky messages of all kinds draw their power from the same six traits. The main enemy, in their account, is the Curse of Knowledge: the more you know, the harder it is to say it simply.
Experts forget what it was like not to know. The model starts by forcing you to strip the idea to its core and say it in plain terms.
02
Win attention, then understanding
Unexpected breaks a pattern so people notice; Concrete gives them details they can picture and remember.
03
Win belief, then care
Credible answers “why should I believe you?”; Emotional answers “why should I care?”
04
Make it actionable
Stories show the idea in action, so people can imagine doing it themselves.
Where you see it today
AI writes the message, people still have to remember it
Language models make it cheap to produce persuasive copy. Experiments found that personalized messages written by ChatGPT were more persuasive than non-personalized ones, across productmarketing and political appeals (Matz et al., 2024). That makes the core of the message, the S in SUCCESs, the scarce part.
Concrete, tailored evidence changes minds
In a study published in Science, dialogues with GPT-4 Turbo that answered each person’s specific reasons reduced belief in conspiracy theories, and the effect lasted two months (Costello, Pennycook and Rand, 2024). Specific, credible evidence did what general rebuttals had not.
Emotion still drives sharing
Chip Heath’s own research on urban legends found people were more willing to pass along stories that evoked stronger disgust, regardless of whether they were true (Heath, Bell and Sternberg, 2001). Feeds that reward sharing reward the same trait, which is why accurate ideas need the other five.
Strategy memos and AI pitches
A productvision statement is one of the book’s examples of a sticky message. Today the same test applies to an AI strategy: can a team repeat the core in one sentence, and picture what changes on Monday?
The six principles in practice
Simple
Question it answersWhat is the one core idea?
Failure it preventsTen priorities, none remembered
Unexpected
Question it answersWhy should they pay attention now?
Failure it preventsA message that sounds like every other
Concrete
Question it answersCan they picture it?
Failure it preventsAbstract language nobody can act on
Credible
Question it answersWhy should they believe it?
Failure it preventsClaims with nothing behind them
Emotional + Stories
Question it answersWhy should they care, and what would they do?
Failure it preventsAgreement without action
How to use it
Write the core of your idea in one sentence before you write anything else.
Find the part of your message that breaks what your audience already assumes, and lead with it.
Replace each abstract word with an example, a person or a number your audience can check.
Ask an AI assistant to explain your message back to you as a newcomer would; where it goes vague, so will your audience.
End with a short story of someone acting on the idea, so the next step is obvious.
The Business Engineer lens
When AI makes words nearly free, attention and memory become the scarce inputs, and the six traits of a sticky idea matter more, not less. The Business Engineer view: a strategy that cannot be compressed into one concrete, credible sentence will not survive contact with the organization.
Chip Heath, now professor emeritus of organizational behavior at Stanford Graduate School of Business, and his brother Dan Heath, in their 2007 book Made to Stick.
What is the Curse of Knowledge?
It is the difficulty experts have in imagining what it is like not to know what they know, which makes their messages abstract and hard to remember.
Does the SUCCESs model still matter with AI-generated content?
Yes. AI makes messages cheap to produce, so the ones that are simple, concrete and credible stand out more; research shows tailored, specific messages written by AI can be highly persuasive.
Correction (10 Oct 2026): an earlier section on this page showed unsourced figures; it has been removed.
The SUCCESs Model is an acronym that represents six key principles for crafting compelling and memorable messages. Developed by authors Chip Heath and Dan Heath in their book “Made to Stick: Why Some Ideas Survive and Others Die,” this model provides a structured approach to designing messages that are more likely to stick in people’s minds.
The SUCCESS model is a framework from "Made to Stick" by Chip Heath and Dan Heath that identifies six principles for creating memorable ideas: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. This communication framework helps marketers, educators, and leaders craft messages that resonate and stick with audiences.
The six principles of the SUCCESs Model are:
Simplicity: Messages should be simple and easy to understand. Simplicity makes it easier for the audience to grasp the core idea.
Unexpectedness: Unexpected elements in a message grab people’s attention and keep them engaged. Surprising twists or facts can make a message more memorable.
Concreteness: Messages should be specific and concrete, using vivid details and clear language to convey the message. Abstract or vague ideas are less likely to stick.
Credibility: Messages should be backed by credible sources or contain evidence that supports their claims. People are more likely to believe and remember information from credible sources.
Emotion: Messages that evoke emotion are more likely to be remembered and shared. Emotions can make a message relatable and memorable.
Stories: Messages that are presented in the form of stories are often more engaging and memorable than straightforward information. Stories have a narrative structure that makes them easy to follow and remember.
Understanding the SUCCESs Model Principles
Let’s dive deeper into each of the six principles of the SUCCESs Model:
1. Simplicity:
Principle: Keep the message simple and focused on the core idea. Avoid unnecessary complexity or jargon that might confuse the audience.
Application: Craft a concise and straightforward message that can be understood in a short amount of time. Use clear language and avoid overloading the audience with information.
2. Unexpectedness:
Principle: Capture the audience’s attention by introducing unexpected or surprising elements in your message. Create a knowledge gap that you can fill with your message.
Application: Begin your message with a startling fact, a provocative question, or an unexpected twist that piques the audience’s curiosity. This encourages them to pay closer attention.
3. Concreteness:
Principle: Make the message concrete by using specific details and language. Abstract concepts are harder to remember, so provide tangible examples and vivid descriptions.
Application: Use real-life examples, anecdotes, and sensory details to make the message more relatable and understandable. Paint a clear mental picture for the audience.
4. Credibility:
Principle: Establish the credibility of your message by citing authoritative sources, presenting evidence, or demonstrating expertise. Build trust with your audience.
Application: Include statistics, testimonials, or references to credible experts to support your message. Avoid making claims without providing evidence.
5. Emotion:
Principle: Appeal to the audience’s emotions to create a deeper connection and engagement with your message. Emotions can make the message more memorable and relatable.
Application: Use storytelling techniques that evoke emotions such as empathy, joy, fear, or surprise. Connect your message to the audience’s values and feelings.
6. Stories:
Principle: Present your message in the form of a story. Stories have a natural structure that captures and holds the audience’s attention.
Application: Craft a narrative that includes characters, a plot, and a clear message. Stories provide context and make the message more relatable and memorable.
Practical Applications of the SUCCESs Model
The SUCCESs Model can be applied to various domains and scenarios to create messages that leave a lasting impact:
1. Marketing and Advertising:
Marketers use the SUCCESs Model to create memorable advertisements and promotional materials. Simple, unexpected, and emotional messages can make products and brands stand out.
2. Education:
Educators apply the SUCCESs Model to make lessons and concepts more engaging and memorable for students. Concrete examples, surprising facts, and storytelling enhance learning.
3. Public Speaking:
Speakers use the principles of the SUCCESs Model to captivate their audience during presentations and speeches. Simple, unexpected, and emotionally resonant stories are effective tools.
4. Storytelling:
Writers and storytellers leverage the SUCCESs Model to create compelling narratives that hold readers’ attention. Stories with unexpected twists and emotional depth are more memorable.
5. Communication and Leadership:
Leaders employ the SUCCESs Model to communicate their vision and goals effectively. Simple, concrete, and emotionally compelling messages inspire and motivate teams.
6. Social Impact and Advocacy:
Advocacy groups and organizations use the SUCCESs Model to raise awareness and mobilize support for their causes. Emotionally charged stories and concrete statistics can drive change.
Challenges and Considerations
While the SUCCESs Model offers a valuable framework for crafting impactful messages, there are challenges and considerations to keep in mind:
1. Audience Diversity:
Messages that resonate with one audience may not work for another. Consider the diversity of your audience and tailor your message accordingly.
2. Overuse of Surprises:
Constantly relying on unexpected elements can lead to audience fatigue. Use surprise strategically to maintain its impact.
3. Balancing Emotion:
Emotional appeals can be powerful, but they should align with the message’s authenticity and purpose. Avoid manipulating emotions for manipulative purposes.
4. Ethical Considerations:
Citing credible sources and providing accurate information is essential for maintaining trust and credibility. Misleading or false claims can damage your reputation.
Conclusion
The SUCCESs Model provides a valuable framework for creating messages that are simple, unexpected, concrete, credible, emotional, and told in the form of stories. By applying these principles, individuals and organizations can craft messages that stick in people’s minds, resonate with their emotions, and drive action. Whether in marketing, education, leadership, or advocacy, the SUCCESs Model serves as a guide to effective communication, helping messages become memorable and impactful in an increasingly noisy and competitive world.
SUCCESs Model Overview: The SUCCESs Model is a framework for creating memorable and impactful messages, consisting of six principles: Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories.
Principles Explained:
Simplicity: Keep messages simple and focused.
Unexpectedness: Introduce surprising elements to grab attention.
Concreteness: Use specific details and language.
Credibility: Back messages with credible sources or evidence.
Emotion: Appeal to emotions to create a deeper connection.
Stories: Present messages in narrative form for better retention.
Practical Applications:
Marketing and Advertising
Education
Public Speaking
Storytelling
Communication and Leadership
Social Impact and Advocacy
Challenges and Considerations:
Audience Diversity
Overuse of Surprises
Balancing Emotion
Ethical Considerations
Conclusion: The SUCCESs Model offers a structured approach to crafting messages that resonate with audiences and drive action. By applying its principles, individuals and organizations can enhance their communication effectiveness across various domains.
Related Framework
Description
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Elaboration Likelihood Model (ELM)
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Storytelling ARC
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Maslowโs Hierarchy of Needs
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– Used in marketing and motivational communications to connect with audiences on a deeper, emotional level.
Fogg Behavior Model
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– Useful in designing products, apps, and programs aiming to change user behavior or encourage specific actions.
Hook Model
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– Ideal for product design and user experience optimization in the tech industry, especially in app development.
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Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
