When to use it
Use it to stress-test a key message, campaign or presentation that people need to remember and act on.
How to apply it
- Make it Simple by finding the single core idea.
- Make it Unexpected by breaking a pattern or opening a knowledge gap.
- Make it Concrete with specific, sensory examples rather than abstractions.
- Make it Credible with verifiable details or a test the audience can run themselves.
- Make it Emotional by linking it to something the audience cares about.
- Tell it as a Story that shows the idea in action.
Tip: Watch for the 'curse of knowledge': experts forget what it is like not to know, so test the message on a newcomer.