How to Create Sticky Ideas

To ensure that ideas stick, they need to possess two essential qualities that resonate with people, prompting them to eagerly share these concepts with others. Simplifying complex concepts into a simple statement makes ideas more attainable and coherent.

Appealing to Our Natural Curiosity

Journalist authors, such as Malcolm Gladwell, craft captivating book titles to provide the idea that receives the attention it deserves. When presenting sticky ideas unexpectedly, they capture our attention by appealing to our natural curiosity for the unusual. We prioritize the unexpected and are curious about the concept, leaving a lasting impression. When we encounter these curiosity gaps, sticky ideas amplify an idea, overcoming barriers to clear understanding and retention.

Concrete, Simple, Unexpected

Sticky ideas must be concrete, simple, and unexpected. They must be easy to understand, memorable, believable, and emotional. Ideas only spread if they are believed and backed up by an expert or a personal story that we can relate to, instilling trust in the message. Additionally, appealing to emotions rather than relying solely on facts or statistics is crucial for inspiring action. Individuals are primarily interested in themselves. It is not unusual for someone to ask, "What's in it for me?" There has to be a personal interest to foster engagement in a sticky idea.


Through simplicity, unexpectedness, concreteness, credibility, emotional resonance, and narrative storytelling, sticky ideas become memorable, inspire action and shape collective consciousness.

The Ultimate Guide to Creating Content That Sticks

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