Sticky Ideas: The 6 Principles of Ideas That Work

Effectively communicating ideas is one of the biggest challenges in any field. Often, a brilliant idea may not be understood or remembered simply because it wasn't presented in an impactful way. For an idea to "stick" — that is, for it to be easily understood, remembered, and, most importantly, influence behavior — it needs to follow some essential principles.

This article is based on the book "Made to Stick" by Chip Heath and Dan Heath.

Principles for Making Ideas Memorable

1. Simplicity

An effective idea needs to be clear and direct, highlighting its essential core without getting lost in excessive details. Just as a good business plan needs a clear focus on its value proposition, an idea needs to be simplified to its strongest point. A classic example of simplicity is Apple's slogan: "Think Different." This short, direct phrase encapsulates the company's philosophy of challenging the status quo and continuously innovating. Similarly, a company needs to clearly and concisely articulate its value proposition so that all employees and customers quickly understand what it uniquely offers.

2. Unexpectedness

To capture people's attention, it's crucial to challenge their expectations and surprise them. An idea that stands out is one that breaks from convention and presents something unexpected. This element of surprise not only sparks curiosity but also maintains interest over time. Dove, in its famous "Real Beauty" campaign, surprised the market by using ordinary women, instead of models, to promote its products. This unexpected approach broke traditional beauty standards in advertising and attracted a lot of attention, highlighting the brand in a highly competitive sector. In the corporate environment, surprising customers with innovative approaches can differentiate a company from its competitors.

3. Concreteness

Presenting an idea concretely is essential for it to be easily understood and remembered. Specific and tangible details help anchor the idea in reality, making it easier to retain. Abstractions, on the other hand, tend to dissipate quickly. In the business world, Southwest Airlines is an excellent example of concreteness. The company maintains an relentless focus on being the low-cost airline, and this is reflected in all its operations. The use of concrete examples, such as the absence of in-flight meals to save costs and pass those savings on to customers, clearly communicates its value proposition: "We are the low-cost airline." This concreteness helps keep all employees aligned and focused on the same goal.

4. Credibility

An idea will only be accepted if it is considered credible. Credibility can be built through the use of statistics, reliable references, or even through a narrative that resonates with the audience's prior experiences. An example of credibility is the case of TOMS Shoes. The company built its brand on the "One for One" model, where for every pair of shoes sold, a pair is donated to a child in need. This tangible promise and transparency in donations gave TOMS significant credibility in the market, making consumers more willing to support the brand. In the business environment, demonstrating credibility through actions and fulfilled promises is fundamental to earning customer trust.

5. Emotional

For people to care about an idea, you need to make them feel something. Ideas that are emotionally touching are more likely to be remembered and shared. A business plan that not only presents numbers but tells the story behind the company and how it will impact lives will certainly create a stronger connection with its audience. Nike's "Just Do It" campaign is a powerful example of how evoking emotion can strengthen an idea. The campaign goes beyond selling products; it emotionally connects with consumers, inspiring them to overcome their own limits. In the corporate environment, connecting emotionally with customers or employees can create lasting loyalty and deep engagement with the brand. 

6. Stories

Telling a story is one of the most powerful ways to convey an idea. Stories allow the audience to visualize the practical application of the idea, making it more relevant and memorable. A good story sets the stage for people to act on the presented idea, as they can see, through the narrative, how it can unfold in the real world. Starbucks is a notable example of how storytelling can be used to strengthen a brand. The company built a story around the "Starbucks experience," promoting not just coffee but the ambiance of its stores as a "third place" between home and work. This narrative made the brand a part of consumers' daily lives, creating a stronger and more memorable bond. Telling a compelling story about the brand or product can transform customer perception and perceived value.

The Curse of Knowledge

One of the biggest challenges in communicating ideas is what the authors call "The Curse of Knowledge." This concept refers to the difficulty we have in explaining something we know deeply to people who do not possess the same level of understanding. When we are very familiar with a subject, we forget what it's like not to know about it. This can lead us to underestimate the complexity of what we are trying to explain, resulting in ineffective communication.

Imagine you are explaining a complex concept to someone who has never heard of it before. To you, the details and nuances are crystal clear, but to the listener, it might seem like a tangle of disconnected information. The "Curse of Knowledge" prevents us from realizing that we are only communicating a fraction of what is necessary for the other person to truly understand what we are saying. Overcoming this curse requires the ability to put yourself in someone else's shoes, simplify the message without losing its essence, and build a narrative that guides understanding clearly and logically.

How to apply these principles in a Business Plan?

Now, how does this relate to structuring a business plan? An effective business plan must incorporate these principles to ensure that the core idea of the venture is clear, convincing, and capable of attracting investors, partners, and customers.

• Simplicity: The plan should have a clear focus, objectively highlighting the business's value proposition. This will help everyone involved quickly understand what makes the idea special and how it differentiates itself in the market.

• Unexpectedness: When structuring the plan, it's important to highlight the innovative elements of the business that break paradigms and spark investor interest.

• Concreteness: The use of concrete data, such as financial projections, market research, and real-world case examples, helps anchor the plan in tangible reality.

• Credibility: A well-crafted business plan presents reliable sources, solid market studies, and references that increase confidence in the idea's viability.

• Emotional: A plan that includes an engaging narrative about the idea's origin, the problems it aims to solve, and the expected impact can be much more persuasive.

• Stories: Incorporating success stories of entrepreneurs or how the idea emerged and was validated can make the plan more attractive and memorable for readers.

Effectively communicating ideas is essential, whether in daily life, in projects, or in drafting a business plan. Sticky ideas don't depend on luck, but on a structure that makes them understandable, memorable, and capable of prompting action. By following the principles of simplicity, unexpectedness, concreteness, credibility, emotion, and stories, it is possible to ensure that an idea has the desired impact. Furthermore, being aware of the "Curse of Knowledge" and working to overcome it is fundamental for our message to be truly understood by everyone. Thus, when structuring your ideas — especially in a business plan — remember that how you communicate can be just as important as the idea itself.