The daily record is a very successful newspaper with extreme local focus. When writing your idea, you shouldn't get lost in the details, you should prioritize your lead. And it should contain its most essential elements. In journalism, the lead of a story is its first sentence. If you're an employee who is asked to decide whether to add a pricey chicken Caesar salad to the airline's menu because customers requested it, you'll reject the idea because it doesn't help being low-fare. It's a simple idea, and it helps guide employee actions. One reason for that is having a core: We're the low-fare airline. Southwest Airlines is a very successful airline. Which is the mission's core.ĬI can be simple as: 'break the enemy's will.' It gives leaders and soldiers the ability to improvise tactics as needed, while adhering to the common intent. Any plan can be made useless by your enemy's unpredictable moves.

In the military, they say no plan survives contact with the enemy. To make you idea sticky, you should make it simple and strip it down to its core. If you argue ten points, no one would remember any, even if they're good. And they're able to affect people's opinions and behaviour. Sticky ideas are easily understood and remembered. Add them to your idea, and it instantly becomes more sticky! You can only use 10 percent of your brain! Ever wonder why is this idea sticky? (even though it's false?) 'Made to stick' finds six qualities in all sticky ideas.

Make it stick heath