Communication Framework

Core Steps

1. Get attention
2. Build understanding
3. Create belief
4. Generate care
5. Motivate action

Implementation Through SUCCESs

Attention (Unexpected)

• Break patterns
• Create surprise
• Generate curiosity

Understanding (Simple & Concrete)

• Find the core message
• Use concrete language
• Create clear mental models

Belief (Credible)

• Use authorities
• Provide details
• Enable testing

Care (Emotional)

• Connect to values
• Tap into identity
• Show relevance

Action (Stories)

• Provide simulation
• Inspire through examples
• Create mental rehearsal

Common Problems and Solutions

• Getting attention: Use Unexpected elements
• Building understanding: Make it Concrete
• Creating belief: Build Credible elements
• Generating care: Use Emotional appeals
• Motivating action: Tell Stories

Examples

• Successful Communication Cases
• Failed Communication Analysis
• Communication Improvement Examples

Related

• All SUCCESs principles
• Curse of Knowledge
• Practical Applications

References

• Epilogue of Made to Stick - Why Some Ideas Survive and Others Die