Best Practices: Communicate Ideas That Influence, Inspire, And Motivate People

Have you ever listened to a person during a presentation or speech who inspired you? Or a speaker who influenced you and motivated you to change?

In Chip and Dan Heath's book, "Made to Stick: Why Some Ideas Survive and Others Die," the writers talk about a strategy to communicate ideas and messages.

"Made to Stick" in this context means that an idea or message is "adhesive" and it remains or stays with you. The idea influences you, inspires you, and motivates you. To stick is to be adhesive, like glue.

What do ‘sticky ideas’ mean? According to the authors, it means that “your ideas are understood and remembered, and have a lasting (durable) impact — they change your audience’s opinions or behavior”.

The formula is in the acronym, SUCCES:

Simplicity: What is the essential message of the idea?

Unexpected: Does the idea get people’s attention?

Concrete: Is the idea clear and can it be easily remembered?

Credible: Will people believe the idea?

Emotional: Do people see the importance of the idea?

Story: Does the idea inspire and motivate people? You inspire people by giving examples and telling stories.

As Chip Heath says, "Effective ideas are simple." The formula emphasizes (stresses) that important point. Moreover, effective ideas make an emotional connection with people.

The strategy is simple and powerful; in addition, you can use it in any situation that necessitates influence, persuasion, and change. In business, it can be in E-mail, during meetings, negotiations, presentations, or conference calls. In our personal lives, it can be in relationships.

Here is a video with Dan Heath, who describes the meaning of SUCCES:

The bottom line is (the final result is) if you want people to use your ideas, you have to communicate your ideas effectively (persuasively, productively) and connect with people emotionally.


  • Have you ever had to communicate an idea to influence or persuade someone?
  • How did you do it? Were you successful?
  • How can you use this strategy in the future to communicate your ideas?

Tell me by leaving a comment below or in a message by E-mail at, if you like.

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