made-to-stick

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Tool: SKILL.md [1/3] Description: --- name: made-to-stick description: 'Sticky messaging framework based on Chip & Dan Heath''s "Made to Stick". Use when you need to: (1) make product messaging more memorable, (2) write sticky taglines and value propositions, (3) create compelling product demos and presentations, (4) design memorable onboarding experiences, (5) craft internal communications that stick, (6) apply the SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories),

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Tool: references/applications.md [1/3] Description: # Applications: Applying SUCCESs Across Contexts The SUCCESs framework is not theoretical — it is a practical toolkit that can be applied to any communication context. This reference provides step-by-step guidance for applying all six principles to landing pages, product demos, onboarding flows, presentations, email campaigns, internal communications, and documentation.

Tool: references/applications.md [2/3] Description: supported by surprise, proof, emotion, and story. ### The Sticky Presentation Structure | Section | Duration | Principle | Content | |---------|----------|-----------|---------| | **Hook** | 30 seconds | Unexpected | Open with a surprising fact, a bold claim, or a mystery | | **Problem** | 2-3 minutes | Emotional + Concrete | Make the audience feel the problem. Use one person's story.

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Tool: references/concrete.md [2/3] Description: | "No login screens, no copy-pasting, no switching tabs" | | "Robust" | What survives that others don't?

Tool: references/concrete.md [3/3] Description: The Translation Table Create a two-column table for your product.

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Tool: references/credible.md [1/3] Description: # Credible: Making People Believe Your Idea An idea can be simple, surprising, concrete, and emotional — but if people do not believe it, none of that matters. Credibility is what turns an interesting claim into a convincing one.

Tool: references/credible.md [2/3] Description: one reference that makes further questions unnecessary.

Tool: references/credible.md [3/3]

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Tool: references/curse-of-knowledge.md [1/3] Description: # The Curse of Knowledge: The Silent Killer of Communication The Curse of Knowledge is the single most important concept in "Made to Stick." It is not one of the six SUCCESs principles — it is the villain that all six principles are designed to defeat. Once you know something, you cannot imagine not knowing it.

Tool: references/curse-of-knowledge.md [2/3] Description: itself" | | "Custom role-based permissions" | "The intern can see reports but cannot delete anything" | ## Diagnosing the Curse in Your Own Communication ### The Five Warning Signs Use this checklist to audit any piece of communication: 1. **The Jargon Count:** Count every word or phrase that requires industry knowledge.

Tool: references/curse-of-knowledge.md [3/3] Description: call. Play it back and mark every moment where a prospect says "What do you mean by...?" or looks confused.

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Tool: references/emotional.md [1/3] Description: # Emotional: Making People Care People act on feelings, not facts. Research consistently shows that emotional processing drives decisions, and rational analysis follows to justify them.

Tool: references/emotional.md [2/3] Description: | Maslow Level | Need | Messaging Approach | Example | |-------------|------|-------------------|---------| | **Physiological** | Survival, basic needs | Appeal to fundamental necessities | "Keep the lights on" (infrastructure reliability) | | **Safety** | Security, stability | Appeal to risk reduction | "Never lose your data again" | | **Belonging** | Community, connection | Appeal to group membership | "Join 5,000 teams who have already made the

Tool: references/emotional.md [3/3] Description: Why do you care?

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Tool: references/simple.md [1/3] Description: # Simple: Finding the Core of Your Idea Simplicity is the first and most critical principle in the SUCCESs framework. But simple does not mean dumbed down.

Tool: references/simple.md [2/3] Description: CRM, but for recruiting" — CRM is a known schema | | **Start with the familiar** | "You know how Excel lets you sort data? Now imagine it sorted itself." | | **Use universally understood concepts** | Time, money, family, health — everyone has schemas for these | | **Tap into professional schemas** | For developers: "It's like git, but for database migrations" | ### When Schemas Backfire Schemas can also mislead. If you say "It's the Uber of healthcar

Tool: references/simple.md [3/3]

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Tool: references/stories.md [1/3] Description: # Stories: The Flight Simulator for the Brain Stories are the oldest technology for transferring knowledge. They predate writing, libraries, and the internet. When we hear a story, our brains simulate the experience as if it were happening to us.

Tool: references/stories.md [2/3] Description: went from 3.2 to 4.7 out of 5. But the moment Maria remembers most is when one of her reps said, 'I finally have time to actually talk to my customers.' That is when she knew it worked." ## Spotting Stories in the Wild The best product stories already exist — you just need to find them. They are hiding in places you probably do not check.

Tool: references/stories.md [3/3] Description: documentation, training | | Plot: Challenge or Connection | Plot: Creativity or Challenge (with detail) | | Emotional payoff: "I want that too" | Practical payoff: "Now I know how to do it" | Use inspiration stories to motivate.

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Tool: references/unexpected.md [1/3] Description: # Unexpected: Breaking Patterns and Creating Curiosity The Unexpected principle serves two distinct purposes: getting attention and holding it. Surprise breaks through the noise and grabs attention. Curiosity gaps sustain it long enough for your message to land.

Tool: references/unexpected.md [2/3] Description: than answers. So we built one that only shows you the three numbers that matter for your business today." ### Conference Presentation Opening **Before (Expected):** > "Good morning.

Tool: references/unexpected.md [3/3] Description: this spectrum to calibrate: | Level | Type | Effect | Risk | |-------|------|--------|------| | 1 | **Mild twist** | "Huh, I did not know that" | Low impact but safe | | 2 | **Reframe** | "I never thought about it that way" | High impact, moderate risk | | 3 | **Counterintuitive** | "Wait, that goes against everything I believed" | Very high impact, requires strong evidence | | 4 | **Paradigm shift** | "This changes everything" | Transformative b