Core Steps
- Get attention
- Build understanding
- Create belief
- Generate care
- 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
References