According to the Heath brothers, the six principles of stickiness are:
- Simplicity. Strip your idea down to its core and relentlessly prioritize.
- Unexpectedness. Violate people's expectations; be counterintuitive.
- Concreteness. Express your idea in terms of concrete actions or sensory information, not jargon.
- Credibility. Enable people to test, at least mentally, the idea for themselves.
- Emotions. Tap into gut feelings.
- Stories. Enable people to rehearse a situation or associate your idea with a story and retell it.