made-to-stick

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Made to Stick - Creating Ideas That Last

《让创意更有粘性》——打造经久不衰的想法

Make your messages unforgettable using the Heath brothers' SUCCESs framework

借助Heath兄弟的SUCCESs框架让你的信息令人难忘

When to Use This Skill

何时使用该技能

Crafting a core message for a product, campaign, or company that needs to stick
Presenting complex ideas to audiences who may forget 90% of what you say
Writing headlines, taglines, or slogans that people remember and repeat
Training or educating when retention matters more than coverage
Pitching investors or stakeholders where one memorable idea beats ten forgettable ones
Fighting "corporate speak" that puts audiences to sleep
Debugging communications that aren't landing or spreading

打造核心信息：为需要深入人心的产品、营销活动或企业创作核心信息
讲解复杂理念：向可能会忘记90%内容的受众传递复杂想法
撰写标题/标语：创作让人记忆深刻并愿意传播的标题、标语或口号
培训与教育：在记忆留存比覆盖范围更重要的场景中使用
向投资者/利益相关者推介：一个令人难忘的理念胜过十个平淡无奇的想法
破除“官样文章”：避免使用让受众昏昏欲睡的企业话术
优化无效沟通：诊断并改进无法有效传递或传播的内容

Methodology Foundation

方法论基础

Aspect	Details
Source	Made to Stick: Why Some Ideas Survive and Others Die (2007)
Experts	Chip Heath (Stanford GSB) & Dan Heath (Duke CASE)
Core Principle	"Sticky ideas share common traits. The SUCCESs framework—Simple, Unexpected, Concrete, Credible, Emotional, Stories—transforms forgettable messages into unforgettable ones."

维度	详情
来源	《让创意更有粘性：为什么有些想法经久不衰，另一些却销声匿迹》（2007年）
专家	Chip Heath（斯坦福商学院）& Dan Heath（杜克大学CASE中心）
核心原则	"粘性想法都具备共同特征。SUCCESs框架——简洁（Simple）、意外（Unexpected）、具体（Concrete）、可信（Credible）、情感（Emotional）、故事（Stories）——能将平淡无奇的信息转化为令人难忘的内容。"

What Claude Does vs What You Decide

Claude的职责与你的决策

Claude Does	You Decide
Structures production workflow	Final creative direction
Suggests technical approaches	Equipment and tool choices
Creates templates and checklists	Quality standards
Identifies best practices	Brand/voice decisions
Generates script outlines	Final script approval

Claude负责的工作	由你决定的事项
构建内容产出流程	最终创意方向
提出技术方法建议	设备与工具选择
创建模板与检查表	质量标准
识别最佳实践	品牌/风格决策
生成脚本大纲	最终脚本审批

What This Skill Does

该技能的作用

This skill helps you diagnose why ideas don't stick and fix them using six proven principles. The Heath brothers analyzed thousands of sticky ideas—urban legends, proverbs, successful ads, powerful speeches—and reverse-engineered what makes them memorable.

Instead of guessing why your message isn't landing, you'll:

Find your core - Strip away everything except the ONE essential idea
Break patterns - Grab attention with surprise, hold it with curiosity
Make it concrete - Replace abstractions with tangible, sensory details
Build belief - Provide proof people can verify themselves
Make them care - Connect to emotions and identity, not just logic
Tell stories - Give mental flight simulators for action

The result: Ideas that spread, get remembered, and inspire action—instead of going in one ear and out the other.

该技能能帮助你诊断想法无法深入人心的原因，并运用六大经过验证的原则进行优化。Heath兄弟分析了数千个粘性想法——都市传说、谚语、成功广告、有力演讲——并逆向拆解了它们令人难忘的秘诀。

无需猜测你的信息为何无法有效传递，你将：

提炼核心 - 剔除所有无关内容，只保留唯一关键理念
打破常规 - 用惊喜吸引注意力，用好奇心维持关注
具象表达 - 用可感知的细节替代抽象概念
建立信任 - 提供受众可自行验证的证据
激发共鸣 - 连接情感与身份认同，而非仅依赖逻辑
讲述故事 - 为行动提供“大脑模拟训练”

最终结果：你的想法将得到传播、被人铭记并激发行动，而非左耳进右耳出。

How to Use

使用方法

Prompt Examples

提示词示例

Analyze this message using the SUCCESs framework and tell me which principles
it's missing: "[paste your message]"

I need to communicate [complex idea] to [audience]. Help me make it sticky
by applying the Made to Stick principles. Start with finding the core.

Transform this corporate-speak into a sticky message: "[paste jargon-filled text]"
Apply all 6 SUCCESs principles and show me the before/after.

Create 5 headline options for [product/campaign] using the Unexpected principle.
Break a pattern or open a curiosity gap.

I'm presenting to [audience] about [topic]. Help me structure a sticky
presentation using the SUCCESs framework as my outline.

Analyze this message using the SUCCESs framework and tell me which principles
it's missing: "[paste your message]"

I need to communicate [complex idea] to [audience]. Help me make it sticky
by applying the Made to Stick principles. Start with finding the core.

Transform this corporate-speak into a sticky message: "[paste jargon-filled text]"
Apply all 6 SUCCESs principles and show me the before/after.

Create 5 headline options for [product/campaign] using the Unexpected principle.
Break a pattern or open a curiosity gap.

I'm presenting to [audience] about [topic]. Help me structure a sticky
presentation using the SUCCESs framework as my outline.

Instructions

操作指南

The SUCCESs Framework

SUCCESs框架

Use this checklist for every important message:

┌─────────────────────────────────────────────────────────────┐
│  S - SIMPLE      │  Find the core, share it compactly       │
│  U - UNEXPECTED  │  Surprise, then open curiosity gaps      │
│  C - CONCRETE    │  Sensory language, specific details      │
│  C - CREDIBLE    │  Proof they can see or verify            │
│  E - EMOTIONAL   │  Make them feel, not just think          │
│  S - STORIES     │  Mental flight simulators for action     │
└─────────────────────────────────────────────────────────────┘

Not every message needs all six. But the more you apply, the stickier it becomes.

为每一条重要信息使用以下检查表：

┌─────────────────────────────────────────────────────────────┐
│  S - SIMPLE      │  Find the core, share it compactly       │
│  U - UNEXPECTED  │  Surprise, then open curiosity gaps      │
│  C - CONCRETE    │  Sensory language, specific details      │
│  C - CREDIBLE    │  Proof they can see or verify            │
│  E - EMOTIONAL   │  Make them feel, not just think          │
│  S - STORIES     │  Mental flight simulators for action     │
└─────────────────────────────────────────────────────────────┘

并非每条信息都需要覆盖全部六项原则，但应用得越多，信息的粘性就越强。

Principle 1: SIMPLE

原则1：简洁（SIMPLE）

"If you say three things, you say nothing."

Goal: Find the core of your idea and communicate it compactly.

Simple ≠ dumbed down. Simple = prioritized. You must identify the single most important thing and lead with it.

The Commander's Intent Test: Ask: "If my audience remembers only ONE thing, what must it be?"

Techniques:

Technique	How It Works	Example
Forced Prioritization	If you can say only ONE thing, what is it?	Southwest: "THE low-fare airline"
The Lead	Put the most important info first (journalism rule)	Breaking news format
Generative Analogy	Simple comparison that generates new ideas	Disney: Employees are "cast members"
Proverb Format	Compact wisdom that's easy to remember	"A bird in hand is worth two in the bush"

Anti-Pattern to Avoid:

"We provide integrated, end-to-end solutions that leverage synergies across verticals to maximize stakeholder value."

This says nothing. Find the ONE thing that matters.

“如果你说三件事，等于什么都没说。”

目标：提炼想法的核心并简洁传递。

简洁≠肤浅。简洁=优先级明确。你必须找出最重要的内容并放在首位。

指挥官意图测试: 问自己：“如果受众只能记住一件事，那必须是什么？”

技巧:

技巧	工作原理	示例
强制优先级排序	如果你只能说一件事，那会是什么？	西南航空：“THE low-fare airline”
开门见山	将最重要的信息放在最前面（新闻写作原则）	突发新闻格式
生成性类比	用简单类比激发新想法	迪士尼：员工是“cast members”（演职人员）
谚语格式	用简洁易记的语句传递智慧	“一鸟在手胜过双鸟在林”

需避免的反面示例:

“我们提供集成式端到端解决方案，利用跨垂直领域的协同效应最大化利益相关者价值。”

这句话空洞无物。找到真正重要的那件事。

Principle 2: UNEXPECTED

原则2：意外（UNEXPECTED）

"We're wired to pay attention to change."

Goal: Grab attention with surprise, then hold it by creating curiosity gaps.

Two-Part Process:

Get Attention → Break a pattern (surprise)
Hold Attention → Create a knowledge gap (curiosity)

Techniques:

Technique	How It Works	Example
Pattern Breaking	Violate expectations	"Nordstrom accepted a tire return—they don't sell tires"
Mystery Lead	Open a question that demands an answer	"What do successful people do in their first hour that you don't?"
Counterintuitive Statement	Say the opposite of what's expected	"The best salespeople never sell"
Gap Theory	Point out what they don't know	"There's one thing every millionaire does—and it's not what you think"

The Curiosity Formula:

Point out a gap in knowledge → Create desire to fill it → Provide the answer

Warning: Surprise alone isn't enough. A random surprise doesn't make your idea stick—it must connect to your core message.

“我们天生会关注变化。”

目标：用惊喜吸引注意力，再通过制造好奇心缺口维持关注。

两步流程:

吸引注意力 → 打破常规（惊喜）
维持注意力 → 制造知识缺口（好奇心）

技巧:

技巧	工作原理	示例
打破常规	违背预期	“Nordstrom接受了轮胎退货——他们根本不卖轮胎”
悬念式开头	提出一个必须得到答案的问题	“成功人士在一天的第一个小时做的事，你没做的是什么？”
反直觉陈述	说出与预期相反的内容	“最优秀的销售人员从不推销”
缺口理论	指出受众不知道的内容	“有一件事每个百万富翁都在做——但不是你想的那样”

好奇心公式:

指出知识缺口 → 激发填补缺口的欲望 → 提供答案

警告：仅靠惊喜是不够的。无意义的惊喜无法让你的想法产生粘性——它必须与核心信息相关联。

Principle 3: CONCRETE

原则3：具体（CONCRETE）

"Abstraction is the luxury of the expert."

Goal: Make ideas tangible through sensory language and specific details.

Abstract ideas are hard to remember. Concrete images stick because our brains evolved for sensory information.

Techniques:

Technique	How It Works	Example
Sensory Language	Engage sight, sound, touch, taste, smell	"The crisp snap of a cold apple" vs. "Fresh produce"
Specific Numbers	Exact figures beat vague ranges	"37 customers" vs. "many customers"
Named Examples	Real names, places, dates	"Sarah from Portland" vs. "one of our users"
Velcro Theory	More hooks = more sticks	Layer multiple concrete details

The Concreteness Ladder:

ABSTRACT (hard to remember)
├── "Improve customer experience"
├── "Respond faster to customers"
├── "Answer calls quickly"
├── "Answer within 3 rings"
└── "Pick up before the phone rings twice"
CONCRETE (sticks in memory)

JFK Example:

Abstract: "Achieve international space leadership"
Concrete: "Put a man on the moon and return him safely by the end of the decade"

“抽象是专家的特权。”

目标：通过感官语言和具体细节让想法变得具象。

抽象的想法难以记忆。具象的画面更容易留存，因为我们的大脑天生对感官信息更敏感。

技巧:

技巧	工作原理	示例
感官语言	调动视觉、听觉、触觉、味觉、嗅觉	“冷苹果脆爽的咔嚓声” vs “新鲜农产品”
精确数字	用确切数据替代模糊范围	“37位客户” vs “许多客户”
具体案例	使用真实姓名、地点、日期	“来自波特兰的Sarah” vs “我们的一位用户”
魔术贴理论	挂钩越多，粘性越强	叠加多个具体细节

具象阶梯:

抽象（难以记忆）
├── “提升客户体验”
├── “更快响应客户”
├── “快速接听电话”
├── “3声铃响内接听”
└── “电话铃响2次内接听”
具象（易于记忆）

肯尼迪案例:

抽象：“实现国际航天领先地位”
具体：“在本十年结束前，将人类送上月球并安全返回”

Principle 4: CREDIBLE

原则4：可信（CREDIBLE）

"If you want people to believe, help them test it themselves."

Goal: Provide proof people can see, touch, or verify.

Six Types of Credibility:

Type	How It Works	Example
Authority	Expert endorsement	"9 out of 10 dentists recommend..."
Anti-Authority	Credible because they have nothing to gain	Ex-smoker warning about cigarettes
Vivid Details	Details signal authenticity	Courtroom witnesses with irrelevant details are more believed
Human-Scale Statistics	Make numbers meaningful	"Enough nuclear weapons to destroy 10 cities" vs. "25,000 warheads"
Sinatra Test	One example so strong it proves everything	"If we can do it for NASA..."
Testable Credential	Let them verify themselves	"Try it free for 30 days"

The "See for Yourself" Power: Wendy's "Where's the beef?" invited people to compare burger sizes themselves. Reagan's "Are you better off?" debate question let voters answer for themselves.

Statistics Rule: Never use a statistic that doesn't pass the "So what?" test. Always translate to human terms.

Bad: "5 million tons of plastic enter oceans yearly" Better: "That's a garbage truck of plastic dumped every minute"

“如果你想让人们相信，就让他们自己验证。”

目标：提供受众能看到、触摸或自行验证的证据。

六大可信度类型:

类型	工作原理	示例
权威背书	专家认可	“9/10的牙医推荐...”
反权威背书	因无利益关联而可信	前吸烟者警示吸烟危害
生动细节	细节彰显真实性	法庭上提供无关细节的证人更易被信任
人性化统计	让数字更有意义	“足以摧毁10座城市的核武器” vs “25000枚弹头”
辛纳屈测试	一个强有力的案例即可证明一切	“如果我们能为NASA做到...”
可验证凭证	让受众自行验证	“免费试用30天”

“亲眼见证”的力量: 温蒂汉堡的“牛肉在哪里？”邀请受众自行对比汉堡大小。里根的“你过得更好了吗？”辩论问题让选民自行作答。

统计数据规则: 永远不要使用无法通过“那又怎样？”测试的统计数据。一定要转化为人性化的表述。

不佳示例：“每年有500万吨塑料进入海洋” 更佳示例：“相当于每分钟往海里倾倒一卡车塑料”

Principle 5: EMOTIONAL

原则5：情感（EMOTIONAL）

"We feel things for people, not abstractions."

Goal: Make people care enough to act.

Logic convinces, but emotion motivates. For ideas to spread and inspire action, people must feel something.

Techniques:

Technique	How It Works	Example
The One vs. The Many	One story beats statistics	"Meet Maria" > "20 million refugees"
WIIFM	Answer "What's In It For Me?"	Focus on benefits to THEM
Identity Appeal	"What would someone like me do?"	"Don't Mess with Texas" (Texan pride)
Maslow's Hierarchy	Appeal to belonging, esteem, purpose	Not just survival needs

The Mother Teresa Principle:

"If I look at the mass, I will never act. If I look at the one, I will."

Identity vs. Self-Interest: Sometimes identity is more powerful than self-interest. The "Don't Mess with Texas" campaign reduced littering by 29% by appealing to Texan identity—not by lecturing about environmental damage.

Question to Ask: "How does this affect ONE specific person I can name and describe?"

“我们为个体动情，而非抽象概念。”

目标：让人们足够在意并采取行动。

逻辑让人信服，但情感促人行动。要让想法传播并激发行动，必须让人们产生情感共鸣。

技巧:

技巧	工作原理	示例
个体vs群体	一个故事胜过一堆统计数据	“认识Maria” > “2000万难民”
WIIFM原则	回答“这对我有什么好处？”	聚焦于受众能获得的益处
身份认同诉求	“像我这样的人会怎么做？”	“Don't Mess with Texas”（德克萨斯州自豪感）
马斯洛需求层次	诉诸归属感、尊重感、使命感	而非仅满足生存需求

特蕾莎修女原则:

“如果我关注群体，我永远不会行动。如果我关注个体，我会行动。”

身份认同vs自身利益: 有时身份认同比自身利益更强大。“Don't Mess with Texas”活动通过诉诸德克萨斯州身份认同，而非说教环境危害，将垃圾减少了29%。

自问问题: “这会如何影响一个我能说出名字并描述的具体的人？”

Principle 6: STORIES

原则6：故事（STORIES）

"Stories are flight simulators for the brain."

Goal: Provide simulation (how to act) and inspiration (motivation to act).

Stories work because they let people mentally rehearse scenarios. They're remembered up to 22x better than facts alone.

Three Universal Plot Types:

Plot	Theme	Inspires
Challenge Plot	Overcoming obstacles	Courage, persistence
Connection Plot	Relationships that bridge gaps	Empathy, teamwork
Creativity Plot	Mental breakthroughs	Innovation, new thinking

Examples:

Challenge: Jared lost 245 lbs eating Subway (underdog, willpower)
Connection: Unlikely friendship across political divide (empathy)
Creativity: Post-it notes invented from failed adhesive (eureka moment)

Key Insight: You don't have to create stories—you have to SPOT them. The best stories already exist in your organization. Find them and tell them.

Story Spotting Questions:

"What's the craziest thing a customer ever did?"
"What problem did we solve that no one thought we could?"
"When did we break the rules to do the right thing?"

“故事是大脑的模拟训练器。”

目标：提供行动模拟（如何行动）和行动动力（为何行动）。

故事之所以有效，是因为它们让人们能在脑海中预演场景。故事的记忆率是单纯事实的22倍。

三大通用故事类型:

类型	主题	激发点
挑战型故事	克服障碍	勇气、坚持
连接型故事	跨越隔阂的关系	共情、协作
创意型故事	思维突破	创新、新思路

示例:

挑战型：Jared靠吃赛百味减重245磅（小人物逆袭、意志力）
连接型：跨越政治分歧的意外友谊（共情）
创意型：便利贴从失败粘合剂中诞生（灵光一闪）

关键洞察：你无需创造故事——你只需发现故事。最好的故事早已存在于你的组织中。找到它们并讲述出来。

故事挖掘问题:

“客户做过最疯狂的事是什么？”
“我们解决过哪些别人认为不可能解决的问题？”
“我们何时打破规则做了正确的事？”

The Curse of Knowledge

知识的诅咒

This is the enemy of sticky ideas. Once you know something, you can't imagine not knowing it.

Symptoms:

Using jargon and acronyms without defining them
Skipping "obvious" steps that aren't obvious to beginners
Abstract language when concrete examples would help
Assuming shared context that doesn't exist

The Tapper/Listener Study: When tappers tap a song, they hear the melody in their head. They estimate listeners will guess 50% correctly. Actual success rate: 2.5%. The curse of knowledge makes communication hard.

Cure: Test your message on someone outside your expertise. If they don't get it, you haven't broken the curse.

这是粘性想法的敌人。一旦你知道某件事，就无法想象不知道它的状态。

症状:

使用未定义的行话和缩写
跳过对初学者而言并不“显而易见”的步骤
用抽象语言而非具体示例
假设受众拥有共同的背景知识

敲击者/倾听者研究: 当敲击者敲击一首歌曲时，他们脑海中会浮现旋律。他们估计倾听者有50%的概率猜对。实际成功率：2.5%。知识的诅咒让沟通变得困难。

解决方法：让非专业人士测试你的信息。如果他们无法理解，说明你还未打破知识的诅咒。

Examples

示例

Example 1: Product Launch Message

示例1：产品发布信息

Original (Curse of Knowledge):

"Our AI-powered platform leverages proprietary algorithms to deliver actionable insights through an intuitive dashboard interface, enabling data-driven decision making across enterprise workflows."

After SUCCESs Framework:

Principle	Applied
Simple	"See what's working. Stop what isn't. In 30 seconds."
Unexpected	"What if you could predict a campaign failure before you launch?"
Concrete	"Last week, Sarah saved $47,000 by killing a campaign our tool flagged"
Credible	"Try it on your own data—free for 14 days. No credit card."
Emotional	"Remember the last time you had to explain a failed campaign to your boss?"
Story	"When Dropbox tried this, they found 3 campaigns bleeding money that looked fine on the surface..."

Final Sticky Message:

"Predict campaign failures before they cost you. Sarah saved $47,000 in one week. Try it free on your data—you'll find something in 30 seconds."

原始版本（受知识诅咒影响）:

“我们的AI驱动平台利用专有算法，通过直观的仪表板界面提供可执行见解，支持企业工作流程中的数据驱动决策。”

应用SUCCESs框架后:

原则	应用内容
简洁	“了解有效策略，停止无效行动。只需30秒。”
意外	“如果你能在活动启动前预测失败呢？”
具体	“上周，Sarah通过我们工具标记的活动节省了47000美元”
可信	“用你自己的数据免费试用14天。无需信用卡。”
情感	“还记得上次你不得不向老板解释活动失败的场景吗？”
故事	“当Dropbox试用这个工具时，他们发现了3个表面正常但实则亏损的活动...”

最终粘性信息:

“在活动造成损失前预测失败。Sarah一周内节省了47000美元。用你的数据免费试用——30秒内就能发现问题。”

Example 2: Internal Change Initiative

示例2：内部变革倡议

Context: Getting employees to use a new expense reporting system.

Original Message:

"Please transition to the new expense management platform by March 1st to ensure compliance with updated financial policies and streamlined reporting processes."

After SUCCESs Framework:

Simple (Core): "Get reimbursed in 24 hours, not 3 weeks."

Unexpected: "The average employee wastes 4 hours per month on expense reports. What would you do with that time back?"

Concrete: "Snap a photo of your receipt. Done. No more saving crumpled papers or filling out PDF forms."

Credible: "Finance approved 94% of expenses same-day in the pilot program."

Emotional: "Remember waiting 3 weeks for that $400 client dinner to hit your account? Never again."

Story: "Last month, James submitted his Singapore trip expenses from the taxi on the way to the airport. By the time he landed in SF, $2,300 was already in his bank account."

Final Communication:

Subject: "Get reimbursed in 24 hours (not 3 weeks)"

James submitted expenses from his taxi. By the time he landed, $2,300 was in his account.

Starting March 1st, that's how it works for everyone. Snap a photo. Done.

No more crumpled receipts. No more PDF forms. No more waiting.

Try it now with your next expense: [Link]

背景：让员工使用新的费用报销系统。

原始信息:

“请在3月1日前切换到新的费用管理平台，以确保符合更新后的财务政策并简化报销流程。”

应用SUCCESs框架后:

简洁（核心）：“24小时内拿到报销，而非3周。”

意外：“员工平均每月在费用报销上浪费4小时。你会用这些时间做什么？”

具体：“拍一张收据照片。搞定。无需再保存皱巴巴的纸张或填写PDF表格。”

可信：“试点项目中，财务部门当天批准了94%的费用申请。”

情感：“还记得那次你等了3周才拿到400美元客户晚餐报销的经历吗？再也不会有了。”

故事：“上个月，James在去机场的出租车上提交了新加坡出差的费用申请。当他抵达旧金山时，2300美元已经到账了。”

最终沟通内容:

主题：“24小时内拿到报销（而非3周）”

James在出租车上提交了费用申请。当他落地时，2300美元已经到账。

从3月1日起，所有人都能享受这个服务。拍张照片。搞定。

无需再保存皱巴巴的收据。无需再填写PDF表格。无需再等待。

下次报销时就试试：[链接]

Checklists & Templates

检查表与模板

SUCCESs Diagnostic Checklist

SUCCESs诊断检查表

markdown

undefined

markdown

undefined

Message Stickiness Audit: [Message/Idea]

信息粘性审核：[信息/想法]

S - Simple

S - SIMPLE

Core idea identified (the ONE thing)?
Can be stated in one sentence?
No unnecessary complexity?
Commander's Intent clear?

是否已确定核心想法（唯一关键内容）？
能否用一句话表述？
无不必要的复杂性？
指挥官意图明确？

U - Unexpected

U - UNEXPECTED

Pattern broken or assumption violated?
Curiosity gap opened?
"Wait, what?" moment present?
Surprise connects to core message?

是否打破常规或违背假设？
是否制造了好奇心缺口？
是否有“等等，什么？”的瞬间？
惊喜是否与核心信息相关？

C - Concrete

C - CONCRETE

Sensory language used?
Specific numbers instead of vague ranges?
Named examples (people, places)?
Avoids jargon and abstractions?

是否使用了感官语言？
是否用具体数字替代模糊范围？
是否有具体案例（人物、地点）？
是否避免了行话和抽象概念？

C - Credible

C - CREDIBLE

Proof provided?
Can audience verify themselves?
Statistics made human-scale?
Authority or anti-authority cited?

是否提供了证据？
受众能否自行验证？
统计数据是否已转化为人性化表述？
是否引用了权威或反权威？

E - Emotional

E - EMOTIONAL

Makes audience FEEL something?
Focused on ONE person (not masses)?
Appeals to identity, not just self-interest?
WIIFM answered?

是否让受众产生情感共鸣？
是否聚焦于个体而非群体？
是否诉诸身份认同而非仅自身利益？
是否回答了WIIFM问题？

S - Stories

S - STORIES

Story included (Challenge/Connection/Creativity)?
Story provides simulation for action?
Story provides inspiration to act?
Story is specific and detailed?

是否包含故事（挑战/连接/创意型）？
故事是否为行动提供了模拟？
故事是否激发了行动动力？
故事是否具体且细节丰富？

Curse of Knowledge Check

知识的诅咒检查

Tested on someone outside your expertise?
No undefined jargon or acronyms?
No assumed context?

是否让非专业人士测试过信息？
无未定义的行话或缩写？
无假设的共同背景知识？

Score: __/6 principles applied

得分：__/6项原则已应用

Missing: [list gaps]

缺失项：[列出缺口]

Fix: [specific improvements]

优化方案：[具体改进措施]

undefined

undefined

Sticky Message Template

粘性信息模板

markdown

undefined

markdown

undefined

Sticky Message for: [Product/Campaign/Initiative]

粘性信息适用场景：[产品/营销活动/倡议]

1. Core (Simple)

1. 核心（简洁）

If they remember ONE thing: _______________

如果受众只能记住一件事：_______________

2. Hook (Unexpected)

2. 钩子（意外）

What's counterintuitive/surprising: _______________ Curiosity gap to open: _______________

反直觉/惊喜点：_______________ 要制造的好奇心缺口：_______________

3. Proof Points (Concrete + Credible)

3. 证明点（具体+可信）

Specific example 1: _______________ Specific number: _______________ Way to verify/test: _______________

具体示例1：_______________ 具体数字：_______________ 验证/测试方式：_______________

4. Emotional Hook

4. 情感钩子

Who is the ONE person this affects? _______________ What do they FEEL? _______________ Identity appeal: "People who ___ do ___"

受影响的具体个体：_______________ 他们的感受：_______________ 身份认同诉求：“类型的人会”

5. Story

5. 故事

Challenge/Connection/Creativity plot? The story: _______________

挑战/连接/创意型故事？故事内容：_______________

Final Message Draft:

最终信息草稿:

[Combine above into 2-3 sentences]

undefined

[将以上内容整合为2-3句话]

undefined

Story Spotting Interview Questions

故事挖掘访谈问题

markdown

undefined

markdown

undefined

Finding Sticky Stories in Your Organization

在组织中寻找粘性故事

Challenge Stories

挑战型故事

"Tell me about a time we overcame impossible odds."
"What's our David vs. Goliath moment?"
"When did we do something everyone said couldn't be done?"

“告诉我我们曾经克服重重困难的经历。”
“我们有没有以弱胜强的时刻？”
“我们何时做过所有人都说不可能的事？”

Connection Stories

连接型故事

"Tell me about an unlikely partnership or friendship here."
"When did we bridge a gap between very different people?"
"What customer relationship surprised you?"

“告诉我这里发生过的意外伙伴关系或友谊。”
“我们何时跨越了不同人群之间的隔阂？”
“哪段客户关系让你感到意外？”

Creativity Stories

创意型故事

"How was [product/feature] invented?"
"What happy accident led to something great?"
"When did someone solve a problem in a totally unexpected way?"

“[产品/功能]是如何诞生的？”
“哪些意外之喜带来了好结果？”
“何时有人用完全意想不到的方法解决了问题？”

Surface the Stories

挖掘更多故事

"What's the craziest customer request we fulfilled?"
"What would our best customer say about us at a dinner party?"
"What makes employees stay when they could earn more elsewhere?"

---

“我们满足过最疯狂的客户请求是什么？”
“我们最优质的客户在晚宴上会如何评价我们？”
“是什么让员工在能赚更多钱的情况下依然留在这里？”

---

Skill Boundaries

技能边界

What This Skill Does Well

该技能擅长的领域

Structuring audio production workflows
Providing technical guidance
Creating quality checklists
Suggesting creative approaches

构建内容产出流程
提供技术指导
创建质量检查表
提出创意方法建议

What This Skill Cannot Do

该技能无法完成的事项

Replace audio engineering expertise
Make subjective creative decisions
Access or edit audio files directly
Guarantee commercial success

替代音频工程专业知识
做出主观创意决策
直接访问或编辑音频文件
保证商业成功

References

参考资料

Book: Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath
Related Works: Switch (same authors), The Power of Moments (same authors)
Source:
```
sources/books/heath-made-to-stick.md
```

书籍：Chip & Dan Heath所著《让创意更有粘性：为什么有些想法经久不衰，另一些却销声匿迹》
相关著作：《瞬变》（同一作者）、《峰值体验》（同一作者）
来源：
```
sources/books/heath-made-to-stick.md
```