made-to-stick

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Made to Stick Framework

《Made to Stick》粘性信息框架

A framework for crafting ideas and messages that are understood, remembered, and have lasting impact. Based on decades of research into why some ideas survive and others die.

这是一套用于打造易懂、易记且具有持久影响力的观点与信息的框架，基于数十年关于“为何有些观点能留存，有些则被遗忘”的研究成果。

Core Principle

核心原则

The Curse of Knowledge is the single greatest barrier to effective communication. Once we know something, we can't imagine not knowing it. This makes us bad at explaining our ideas to others.

The foundation: Sticky ideas aren't born — they're made. The SUCCESs framework provides six principles that make any idea more memorable and impactful.

**知识诅咒是有效沟通的最大障碍。**一旦我们掌握了某件事，就无法想象自己不知道它的状态，这会让我们难以向他人清晰解释自己的观点。

**核心基础：**粘性观点并非天生，而是后天打造的。SUCCESs框架提供了六大原则，能让任何观点更易记、更具影响力。

Scoring

评分标准

Goal: 10/10. When reviewing or creating messaging (copy, presentations, campaigns, onboarding), rate 0-10 based on SUCCESs principles. A 10/10 means the message is simple, surprising, concrete, credible, emotional, and wrapped in a story; lower scores indicate forgettable communication. Always provide current score and improvements to reach 10/10.

**目标：10/10分。**在审核或创作信息（文案、演示、营销活动、用户引导）时，依据SUCCESs原则从0-10分打分。10分意味着信息具备简洁、意外、具体、可信、情感化、故事化六大特质；分数越低，说明沟通内容越容易被遗忘。评分时需给出当前分数及提升至10分的改进方向。

The SUCCESs Framework

SUCCESs框架

Six principles that make ideas stick:

S - Simple
U - Unexpected
C - Concrete
C - Credible
E - Emotional
S - Stories

Not a checklist — a toolkit. Not every sticky idea uses all six. But the stickiest ideas tend to use most of them.

让观点具备粘性的六大原则：

S - Simple（简洁）
U - Unexpected（意外）
C - Concrete（具体）
C - Credible（可信）
E - Emotional（情感）
S - Stories（故事）

**这不是检查清单，而是工具包。**并非所有粘性观点都会用到全部六项原则，但最具粘性的观点通常会覆盖其中大部分。

1. Simple

1. 简洁（Simple）

Core concept: Find the core of the idea and share it compactly.

Simple ≠ dumbed down. Simple means finding the essential core and expressing it in a compact way. It means ruthless prioritization.

The Commander's Intent:

Military term: If everything goes wrong, what ONE thing must we accomplish?
For messaging: If people remember ONE thing about your product, what should it be?

The inverted pyramid:

Lead with the most important thing
Add detail in order of decreasing importance
Readers who stop anywhere still got the core

Techniques for simplicity:

Technique	How It Works	Example
Core message	Strip to the essential	Southwest: "THE low-fare airline"
Analogy	Explain new via known	"It's like Uber for dog walking"
Generative	Core idea that generates behavior	"Names, names, names" (local newspaper motto)
Prioritize	Force-rank what matters	"If you say 3 things, you say nothing"

Application to product messaging:

Before (Complex)	After (Simple)
"AI-powered, cloud-native customer engagement platform with omnichannel capabilities"	"Talk to all your customers in one place"
"We leverage machine learning algorithms to optimize conversion funnels"	"We find why visitors don't buy and fix it"
"Enterprise-grade project management with Gantt charts, resource allocation..."	"The simplest way to manage projects"

The test: Can you explain it to a smart 12-year-old? If not, simplify.

Warning: Don't oversimplify to the point of meaninglessness. "We make the world better" is simple but empty.

See: references/simple.md for simplification exercises and templates.

**核心概念：**提炼观点的核心，并以简洁的方式传递。

**简洁≠简化到弱智。**简洁意味着找到最本质的核心，并用紧凑的方式表达，这需要果断的优先级排序。

指挥官意图：

军事术语：如果一切出错，我们必须完成的唯一任务是什么？
信息创作场景：如果人们只能记住你的产品的一个点，那应该是什么？

倒金字塔结构：

先呈现最重要的内容
再按重要性递减的顺序补充细节
无论读者读到哪里停下，都能获取核心信息

简洁化技巧：

技巧	运作方式	示例
核心信息提炼	剥离至最本质内容	西南航空："THE low-fare airline"（低价航空）
类比法	用已知事物解释未知	"这就像给遛狗服务做的Uber"
生成式口号	能引导行为的核心观点	"名字，名字，还是名字"（某地方报纸的座右铭）
优先级排序	强制排序重要性	"如果你说3件事，等于什么都没说"

在产品信息中的应用：

优化前（复杂）	优化后（简洁）
"AI驱动、云原生的全渠道客户互动平台"	"一站式触达所有客户"
"我们利用机器学习算法优化转化漏斗"	"找出访客不买单的原因并解决"
"企业级项目管理工具，包含甘特图、资源分配..."	"最简单的项目管理方式"

**测试方法：**你能向聪明的12岁孩子解释清楚吗？如果不能，继续简化。

**警告：**不要过度简化到失去意义。“我们让世界更美好”很简洁，但空洞无物。

参考：references/simple.md 获取简化练习与模板。

2. Unexpected

2. 意外（Unexpected）

Core concept: Get attention by breaking patterns. Hold attention by creating curiosity gaps.

Two tasks:

Get attention → Surprise (violate expectations)
Hold attention → Interest (create curiosity gaps)

Surprise:

Identify the core message
Figure out the counterintuitive implication
Communicate the surprise

Example surprises:

Category	Expected	Unexpected (Sticky)
Product launch	"Introducing our new feature"	"We removed your favorite feature. Here's why."
Statistics	"Obesity is growing"	"A bag of movie popcorn has more fat than a bacon-and-eggs breakfast, Big Mac and fries, and steak dinner — combined"
Value prop	"Save money on insurance"	"15 minutes could save you 15%" (specific, unexpected)

Curiosity gaps:

Open a gap in knowledge → create desire to fill it
"Before I tell you the answer, let me ask..."
Mystery format: Present a puzzle, delay the resolution
Challenge assumptions: "You think X, but actually Y"

Creating curiosity gaps:

Technique	How It Works	Example
Question	Ask what they don't know	"What's the #1 reason startups fail?"
Prediction	Ask them to predict	"How many X do you think...?"
Mystery	Present a puzzle	"Nordstrom once refunded a set of tires. They don't sell tires."
Challenge	Violate assumptions	"Everything you know about X is wrong"

Anti-pattern: Gimmicky surprise without substance. The surprise must connect to the core message.

See: references/unexpected.md for pattern-breaking techniques.

**核心概念：**通过打破常规吸引注意力，通过制造好奇心缺口维持注意力。

两大任务：

吸引注意力 → 制造惊喜（违背预期）
维持注意力 → 激发兴趣（创造好奇心缺口）

制造惊喜：

明确核心信息
找出反直觉的隐含点
传递这个惊喜点

惊喜示例：

类别	常规表述	粘性意外表述
产品发布	"推出我们的新功能"	"我们移除了你最爱的功能，原因如下"
数据呈现	"肥胖率正在上升"	"一包电影院爆米花的脂肪含量，比培根煎蛋早餐、巨无霸套餐和牛排晚餐的总和还多"
价值主张	"节省保险费用"	"15分钟，帮你省下15%的保费"（具体且意外）

好奇心缺口：

打开认知缺口 → 激发填补欲望
"在告诉你答案之前，先问你一个问题..."
悬念式：提出谜题，延迟揭晓答案
挑战式："你以为是X，但实际是Y"

制造好奇心缺口的技巧：

技巧	运作方式	示例
提问法	问读者不知道答案的问题	"创业公司失败的头号原因是什么？"
预测法	让读者进行预测	"你觉得有多少个X...？"
悬念法	抛出谜题	"Nordstrom曾给一套轮胎退款，但他们根本不卖轮胎"
挑战法	打破固有认知	"你对X的所有认知都是错的"

**反模式：**无实质内容的噱头式惊喜。惊喜必须与核心信息相关联。

参考：references/unexpected.md 获取打破常规的技巧。

3. Concrete

3. 具体（Concrete）

Core concept: Use sensory language and specific details instead of abstract concepts.

Abstract kills memorability. The more concrete and specific your idea, the stickier it becomes.

Abstract vs. Concrete:

Abstract	Concrete
"Improve customer experience"	"Customers get their order in 30 minutes, still hot"
"Increase engagement"	"Users open the app 8 times a day"
"Optimize efficiency"	"Reduce report generation from 4 hours to 10 minutes"
"World-class support"	"Call us and a human answers in under 60 seconds"
"Scalable solution"	"Handle 10,000 users on day one without code changes"

The Velcro theory of memory:

Concrete ideas have more "hooks" for memory
"Bicycle" is easier to remember than "vehicle" (you can picture it)
Sensory details create mental images

Techniques for concreteness:

Technique	How It Works	Example
Specific numbers	Replace "a lot" with exact figures	"2,347 customers" not "thousands"
Sensory language	Engage senses	"Crispy, not crunchy"
Concrete example	Replace category with instance	"Like John, a 35-year-old teacher in Denver"
Demonstration	Show, don't tell	Product demo > feature list
Before/after	Tangible transformation	"Before: 4 hours. After: 10 minutes."

Application to product messaging:

Features → Outcomes (what it does → what changes for user)
Percentages → Real numbers ("saves 40%" → "saves 16 hours/month")
Categories → Specific examples ("restaurants" → "pizza shops in Brooklyn")

See: references/concrete.md for concreteness exercises.

**核心概念：**使用感官语言和具体细节，而非抽象概念。

**抽象会扼杀记忆点。**观点越具体，就越具粘性。

抽象 vs 具体：

抽象	具体
"提升客户体验"	"客户能在30分钟内收到仍热乎的订单"
"提升用户参与度"	"用户每天打开应用8次"
"优化效率"	"将报告生成时间从4小时缩短至10分钟"
"世界级支持服务"	"致电我们，真人客服60秒内接听"
"可扩展解决方案"	"上线首日无需修改代码即可支持10000名用户"

记忆的魔术贴理论：

具体观点有更多的“挂钩”帮助记忆
"自行车"比"交通工具"更容易记住（你能想象出它的样子）
感官细节会创造心理图像

具体化技巧：

技巧	运作方式	示例
具体数字	用精确数字替代“很多”	"2347名客户”而非“数千名客户”
感官语言	调动感官体验	"酥脆，而非硬脆"
具体案例	用实例替代类别	"比如丹佛市35岁的教师约翰"
演示法	展示而非讲述	产品演示 > 功能列表
前后对比	展示有形的转变	"之前：4小时。之后：10分钟。"

在产品信息中的应用：

功能 → 成果（它有什么功能 → 给用户带来什么改变）
百分比 → 真实数字（"节省40%" → "每月节省16小时"）
类别 → 具体案例（"餐厅" → "布鲁克林的披萨店"）

参考：references/concrete.md 获取具体化练习。

4. Credible

4. 可信（Credible）

Core concept: Help people believe your idea using internal and external credibility.

External credibility:

Source	How It Works	Example
Authorities	Expert endorsement	"Recommended by Harvard Business Review"
Anti-authorities	Real people with experience	"Here's what a customer with the same problem found"
Credentials	Verifiable achievements	"10 years experience, SOC 2 certified"

Internal credibility (more powerful):

Technique	How It Works	Example
Vivid details	Specificity implies truth	"On Tuesday at 3pm, in the conference room on the 4th floor..."
Statistics	But make them human-scale	Not "$1B market" but "1 in 4 businesses"
The Sinatra Test	One example so good it proves everything	"If I can make it there, I can make it anywhere"
Testable credential	Let them verify	"Try it free for 14 days"
Human-scale statistics	Relate numbers to experience	Not "10TB of data" but "every book ever written, 100 times"

The Sinatra Test:

One reference so impressive it handles all objections
"We secured the White House" = instant security credibility
"We handle Super Bowl traffic" = instant scalability credibility
"Used by Apple, Google, and Microsoft" = instant quality credibility

Making statistics sticky:

Don't: "37 grams of saturated fat"
Do: "More saturated fat than a Big Mac, fries, and milkshake combined"
Rule: Put statistics in a context people understand

See: references/credible.md for credibility-building techniques.

**核心概念：**利用内部与外部可信度，让人们相信你的观点。

外部可信度：

来源	运作方式	示例
权威背书	专家推荐	"《哈佛商业评论》推荐"
反权威背书	有真实经历的普通人	"这是一位有同样问题的客户的发现"
资质证明	可验证的成就	"10年行业经验，SOC 2认证"

内部可信度（更有力量）：

技巧	运作方式	示例
生动细节	具体细节暗示真实性	"周二下午3点，在4楼的会议室里..."
数据呈现	但要贴合人类感知尺度	不说"10亿美元市场"，而说"每4家企业中就有1家"
辛纳屈测试	一个足够好的例子就能证明一切	"如果我能在这里成功，就能在任何地方成功"
可验证资质	让用户自行验证	"免费试用14天"
人性化数据	将数字与日常体验关联	不说"10TB数据"，而说"相当于所有已出版书籍的100倍"

辛纳屈测试：

一个极具说服力的参考案例就能打消所有异议
"我们为白宫提供安全服务" = 瞬间建立安全可信度
"我们处理超级碗的流量" = 瞬间建立可扩展性可信度
"被苹果、谷歌、微软使用" = 瞬间建立品质可信度

让数据更具粘性：

错误做法："37克饱和脂肪"
正确做法："饱和脂肪含量比巨无霸、薯条和奶昔的总和还多"
**规则：**将数据置于人们能理解的语境中

参考：references/credible.md 获取建立可信度的技巧。

5. Emotional

5. 情感（Emotional）

Core concept: Make people feel something. People act on emotion, not analysis.

Mother Teresa principle: "If I look at the mass, I will never act. If I look at the one, I will."

Key insight: Statistics numb. Stories about individuals inspire action.

Emotional appeals:

Approach	How It Works	Example
Individual focus	One person's story > statistics	"Meet Sarah, who..." > "10,000 people affected"
Self-interest	"What's in it for me?"	WIIFM (features → personal benefits)
Identity	"What would someone like me do?"	"Texans don't litter" (Don't Mess with Texas)
Maslow's hierarchy	Appeal to the right level	Security, belonging, esteem, self-actualization

The identity approach:

People make decisions based on identity, not calculation
"What would a person like me do in this situation?"
Frame your product as consistent with who they want to be

Examples:

Identity Frame	Product	Message
"I'm an innovative leader"	SaaS tool	"For teams that move fast"
"I care about my health"	Food product	"Made with ingredients you can pronounce"
"I'm a serious professional"	B2B service	"The tool Fortune 500 CTOs rely on"

Avoiding the "semantic stretch":

Don't over-abstract the emotion
"Support the troops" > "Support our national defense infrastructure"
Keep it personal and specific

See: references/emotional.md for emotional appeal frameworks.

**核心概念：**让人们产生情绪共鸣。人们基于情绪行动，而非理性分析。

特蕾莎修女原则："如果我看向群体，我永远不会行动。如果我看向个体，我会行动。"

**关键洞察：**数据会让人麻木，而个体故事能激发行动。

情感唤起方法：

方法	运作方式	示例
聚焦个体	一个人的故事 > 统计数据	"认识莎拉，她..." > "10000人受影响"
自我利益导向	"这对我有什么好处？"（WIIFM）	将功能转化为个人收益
身份认同导向	"像我这样的人会怎么做？"	"德州人不随手乱扔垃圾"（德州反乱扔垃圾公益广告）
马斯洛需求层次	针对合适的需求层级	安全、归属感、尊重、自我实现

身份认同导向：

人们基于身份做决策，而非计算
"像我这样的人在这种情况下会怎么做？"
将你的产品定位为符合用户期望身份的选择

示例：

身份定位	产品	信息
"我是创新领导者"	SaaS工具	"为快速行动的团队打造"
"我关注健康"	食品	"用你能念出名字的原料制作"
"我是专业人士"	B2B服务	"财富500强CTO信赖的工具"

避免“语义拉伸”：

不要过度抽象情感
"支持军队" > "支持我们的国防基础设施"
保持个人化与具体

参考：references/emotional.md 获取情感唤起框架。

6. Stories

6. 故事（Stories）

Core concept: Stories are flight simulators for the brain. They teach people how to act.

Why stories work:

Simulate experience (mental rehearsal)
Inspire action (not just understanding)
Are memorable (narrative structure)
Bypass resistance (people don't argue with stories)

Three story plots that work:

Plot	Structure	When to Use	Example
Challenge	Protagonist overcomes obstacle	Inspire courage, perseverance	"We started in a garage..."
Connection	People bridging a gap	Inspire tolerance, teamwork	"A customer helped another customer..."
Creativity	Novel solution to problem	Inspire innovation, thinking	"We tried X, Y, Z... then discovered..."

Story structure for product messaging:

Character: Who is the customer? (relatable)
Problem: What challenge did they face? (emotional)
Journey: What did they try? (concrete)
Solution: How did your product help? (specific)
Outcome: What changed? (measurable + emotional)

Example:

"Sarah ran a 10-person design agency. Her team spent 4 hours every Friday compiling client reports from 5 different tools. She'd tried hiring an intern, building spreadsheets, even a custom tool. Nothing worked. Then she found [Product]. Now reports generate in 10 minutes. Last Friday, her team left at 3pm for the first time in years."

Spotting stories in the wild:

Customer support tickets (problems + resolutions)
Sales calls (objections + breakthroughs)
User interviews (before/after moments)
Internal Slack (team wins)

See: references/stories.md for story templates and collection methods.

**核心概念：**故事是大脑的飞行模拟器，教会人们如何行动。

故事为何有效：

模拟体验（心理预演）
激发行动（而非仅仅理解）
易于记忆（叙事结构）
绕过抵触（人们不会反驳故事）

三种有效的故事结构：

结构	框架	适用场景	示例
挑战型	主角克服障碍	激发勇气、毅力	"我们从车库起步..."
连接型	人们跨越鸿沟	激发包容、团队合作	"一位客户帮助了另一位客户..."
创新型	问题的新奇解决方案	激发创新、思考	"我们尝试了X、Y、Z...然后发现..."

产品信息的故事结构：

**角色：**客户是谁？（要有代入感）
**问题：**他们面临什么挑战？（有情绪共鸣）
**历程：**他们尝试过什么？（具体）
**解决方案：**你的产品如何帮助他们？（具体）
**结果：**发生了什么改变？（可衡量+有情感共鸣）

示例：

"莎拉经营着一家10人的设计工作室。她的团队每周五要花4小时从5个不同工具里整理客户报告。她试过雇实习生、做电子表格，甚至定制工具，但都没用。后来她找到了[产品]。现在报告生成只需10分钟。上周五，她的团队第一次在下午3点就下班了。"

在日常中挖掘故事：

客户支持工单（问题+解决方案）
销售通话（异议+突破）
用户访谈（前后对比时刻）
内部Slack对话（团队胜利）

参考：references/stories.md 获取故事模板与收集方法。

The Curse of Knowledge

知识诅咒

The biggest enemy of sticky ideas.

Definition: Once you know something, you can't imagine not knowing it.

How it manifests:

Using jargon your audience doesn't know
Skipping context that seems "obvious"
Assuming your audience sees the same things you do
Over-abstracting because you know the specifics

Solutions:

Test messaging with outsiders (not your team)
Use concrete language, not abstractions
Tell stories, not bullet points
Ask: "Would my mom understand this?"

粘性观点的最大敌人。

**定义：**一旦你掌握了某件事，就无法想象自己不知道它的状态。

表现形式：

使用受众不懂的行话
跳过你觉得“显而易见”的背景信息
假设受众和你看到的东西一样
因为你知道细节而过度抽象

解决方法：

让外部人员（而非你的团队）测试信息
使用具体语言，而非抽象概念
讲故事，而非列要点
自问：“我妈妈能理解这个吗？”

Sticky Messaging Audit

粘性信息审核表

Rate your message on each principle:

Principle	Question	Score (1-10)
Simple	Is there ONE clear core message?
Unexpected	Does it break a pattern or create curiosity?
Concrete	Can you picture it? Are there specific details?
Credible	Why should someone believe this?
Emotional	Does it make you feel something?
Stories	Is there a narrative or character?

Scoring:

50-60: Extremely sticky (rare, aim for this)
35-49: Strong (most good messaging lands here)
20-34: Average (forgettable, needs work)
Below 20: Won't stick (fundamental rework needed)

针对每个原则为你的信息评分：

原则	问题	评分（1-10）
简洁	是否有一个清晰的核心信息？
意外	是否打破常规或制造了好奇心？
具体	你能想象出场景吗？是否有具体细节？
可信	人们为什么要相信这个？
情感	它能让你产生情绪吗？
故事	是否有叙事或角色？

评分标准：

50-60分：极具粘性（罕见，以此为目标）
35-49分：优秀（大部分优质信息处于这个区间）
20-34分：一般（容易被遗忘，需要改进）
20分以下：无粘性（需要根本性重构）

Applying SUCCESs to Product

将SUCCESs框架应用于产品

Landing Pages

着陆页

Simple: One clear value proposition above the fold
Unexpected: Counterintuitive claim or statistic
Concrete: Specific outcome ("save 4 hours/week" not "save time")
Credible: Customer logos, specific testimonials
Emotional: Customer story or pain point
Stories: Customer transformation narrative

**简洁：**首屏只展示一个清晰的价值主张
**意外：**反直觉的主张或数据
**具体：**明确的成果（"每周节省4小时"而非"节省时间"）
**可信：**客户logo、具体的客户证言
**情感：**客户故事或痛点
**故事：**客户的转变叙事

Product Demos

产品演示

Simple: Show ONE core workflow, not every feature
Unexpected: Start with the "aha moment" not a tour
Concrete: Use real data, not "Lorem ipsum"
Credible: Show how [specific company] uses it
Emotional: Connect to the pain they feel today
Stories: "Let me show you what happens when [customer] has this problem..."

**简洁：**只展示一个核心工作流，而非所有功能
**意外：**从“惊喜时刻”开始，而非从头到尾的展示
**具体：**使用真实数据，而非"Lorem ipsum"
**可信：**展示[具体公司]如何使用它
**情感：**关联用户当下的痛点
故事：“让我展示一下[客户]遇到这个问题时发生了什么...”

Onboarding

用户引导

Simple: One action per screen
Unexpected: Delight with quick win early
Concrete: Show real results, not abstract promises
Credible: "Join 5,000 teams already using..."
Emotional: Celebrate first success
Stories: "Here's how [user] got started..."

**简洁：**每屏只设置一个行动
**意外：**早期就用快速胜利带来惊喜
**具体：**展示真实结果，而非抽象承诺
可信：“已有5000个团队在使用...”
**情感：**庆祝用户的首次成功
故事：“这是[用户]如何起步的...”

Common Mistakes

常见错误

Mistake	Why It Fails	Fix
Burying the lead	Core message lost in details	Commander's Intent: what's the ONE thing?
Too abstract	Nothing to remember	Replace every abstraction with a concrete example
Feature listing	No emotional connection	Tell customer stories, show transformations
Jargon	Curse of Knowledge	Test with outsiders
Statistics without context	Numbers don't stick	Make stats human-scale and relatable

错误	失败原因	修复方法
核心信息被埋没	核心信息在细节中丢失	用指挥官意图法：找到唯一的核心点
过于抽象	没有可记忆的点	用具体例子替代所有抽象表述
罗列功能	无情感连接	讲客户故事，展示转变
使用行话	知识诅咒的体现	让外部人员测试
数据无语境	数字无法被记住	让数据贴合人类感知尺度，更具关联性

Quick Diagnostic

快速诊断

Audit any message:

Question	If No	Action
Can I state the core in one sentence?	Too complex	Find Commander's Intent
Would this surprise someone?	Predictable = forgettable	Find the counterintuitive angle
Can I picture it happening?	Too abstract	Add specific, sensory details
Why should someone believe this?	No credibility	Add proof, examples, Sinatra Test
Does it make me feel something?	Purely logical	Focus on one person, not statistics
Is there a story?	List of facts	Wrap in character + problem + resolution

审核任何信息：

问题	如果答案是否	行动
我能用一句话说出核心内容吗？	过于复杂	找到指挥官意图
这会让人感到意外吗？	可预测=易遗忘	找到反直觉的角度
我能想象出场景发生的样子吗？	过于抽象	添加具体的感官细节
人们为什么要相信这个？	缺乏可信度	添加证据、例子、辛纳屈测试案例
它能让我产生情绪吗？	纯理性	聚焦个体，而非统计数据
有故事吗？	只是事实列表	用角色+问题+解决方案的结构包装

Reference Files

参考文件

simple.md: Commander's Intent, core finding, simplification
unexpected.md: Surprise techniques, curiosity gaps
concrete.md: Sensory language, specificity, demonstrations
credible.md: Authority types, Sinatra Test, human-scale statistics
emotional.md: Individual focus, identity appeals, Maslow
stories.md: Three plots, story structure, collection methods
curse-of-knowledge.md: Diagnosis and remedies
applications.md: Landing pages, demos, onboarding, presentations
case-studies.md: JFK moonshot, Subway diet, Don't Mess with Texas

simple.md：指挥官意图、核心提炼、简化方法
unexpected.md：惊喜技巧、好奇心缺口
concrete.md：感官语言、具体化、演示方法
credible.md：权威类型、辛纳屈测试、人性化数据
emotional.md：个体聚焦、身份认同、马斯洛需求
stories.md：三种故事结构、叙事框架、收集方法
curse-of-knowledge.md：诊断与解决方法
applications.md：着陆页、演示、用户引导、演讲
case-studies.md：肯尼迪登月计划、赛百味饮食法、德州反乱扔垃圾广告

About the Authors

作者简介

Chip Heath is a professor at Stanford Graduate School of Business, and Dan Heath is a senior fellow at Duke University's CASE center. Together they have written four New York Times bestsellers. Made to Stick spent over 2 years on the bestseller list. Their research spans organizational behavior, decision-making, and how to make ideas have lasting impact. The SUCCESs framework is used by educators, marketers, nonprofits, and product teams worldwide.

Chip Heath是斯坦福大学商学院教授，Dan Heath是杜克大学CASE中心高级研究员。他们共同撰写了四本《纽约时报》畅销书。《Made to Stick》在畅销书榜单上停留了2年多。他们的研究涵盖组织行为、决策制定以及如何让观点产生持久影响力。SUCCESs框架被全球教育工作者、营销人员、非营利组织和产品团队广泛使用。