How to Easily Make Your Ideas Stick

The Powerful SUCCES Method

How do you catch your audience?

Let’s say you have an idea you want others to remember. How do you make it stick?

It doesn’t matter if you’re talking to 1 person or 10.000. It also (almost) doesn’t matter how good the idea is.

What matters is how you package it.

I give you an example.

When Donald Trump rallied to become president for the first time he promoted building a wall on the border with Mexico.

Everybody talked about it.

- Note: This is not a political post, I only use this case as an example -

Trump followed a powerful frame that made people remember.

In the marketing world, this frame is known as the SUCCES method.

Simple

Your message has to be simple. Ideally short sentences with 1 clear direction.

We will build a wall! - Simple? Absolutely.

Unexpected

People remember things they didn’t expect. They pay extra attention to it. It’s a mechanism deeply rooted in our brains. Because anything unexpected for our ancestors was potentially life-threatening.

Building a wall on the border with Mexico - Unexpected? Yes.

Concrete

People like things they can picture in their minds. Pictures are the language of the subconscious mind. If they can’t picture it, they’re less likely to remember.

Building a wall - Can you picture it? Check.

Credible

We all can make crazy claims. That doesn’t mean people will remember us. Why?

Because if it’s too crazy they won’t believe us. The key here is, it has to be credible.

Building this huge wall was unexpected. Yet, coming from Trump, it was credible.

Emotional

Emotions are the juice of life. If your idea cannot stir up some emotions it’s almost certainly going to be forgotten.

We get too much information every day. 99% of which doesn’t excite us.

If you want your idea to stick it must not be part of those mundane 99%.

The topic behind building a wall - migration - is highly emotional for many.

This effect can be skyrocketed with the last letter of the SUCCES Method:

Story

Our brains are wired to follow stories. There is a whole science behind storytelling.

A good story releases different chemicals in our brains such as dopamine.

We get excited.

We follow along.

We crave to know What’s next.

To stress his point, Trump would have concrete stories of crimes committed by immigrants.

At one speech he had a woman who had been violated by an immigrant in the audience and told her story.

Key Takeaways

Of course, this Trump example is quite extreme. You won’t be able to always create this amount of emotion and controversy. Probably better this way.

But it does highlight an important point.

If you can package your idea using the SUCCES Framework, your odds of getting traction shoot up.

If you’re a member, scroll down to get some more examples on how to use SUCCES in business.

Talk soon,

- Alex

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About Me

Hi, I’m Alex. I’m an engineer, team lead, and ex-consultant. I have been studying and applying systematic problem-solving and leadership for 10+ years.

I founded Lead & Succeed to coach young professionals and emerging leaders.

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