Kidney heist. Halloween candy. Movie popcorn. Sticky = understandable, memorable, and effective in changing thought or behavior. SIX PRINCIPLES: SUCCESS. SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES. THE VILLAIN: CURSE OF KNOWLEDGE. It’s hard to be a tapper. Creativity starts with templates: Beat the Curse with the SUCCESs checklist. 1. Simple FIND THE CORE. Commander’s Intent. Determine the single most important thing: “THE low-fare airline.” Inverted pyramid: Don’t bury the lead. The pain of decision paralysis. Beat decision paralysis through relentless prioritization: “It’s the economy, stupid.” Clinic: Sun exposure. Names, names, names. SHARE THE CORE. Simple = core + compact. Proverbs: sound bites that are profound. Visual proverbs: The Palm Pilot wood block. How to pack a lot of punch into a compact communication: (1) Using what’s there: Tap into existing schemas. The pomelo. (2) Create a high concept pitch: “Die Hard on a bus.” (3) Use a generative analogy: Disney’s “cast members.”
