What the Heaths discovered was that the stickiest ideas, regardless of intrinsic merit, had a lot in common. Or, more accurately, the ways they were presented had a lot in common.
Each of these ideas, as conveyed, could be described using one or more of just these six à la carte attributes: simple, unexpected, concrete, credible, emotional, and story-containing. Line up the first letters of those characteristics, add a lower-case "s" (poetic license), and you’ve got the handy acronym SUCCESs. (Well, whaddya know…)
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