How to Stop Creating Forgettable Content

Hey Beyonder!

You craft the perfect post. Share valuable insights. Pour your expertise into content.

24 hours later? Completely forgotten.

Meanwhile, a random internet rumor spreads for decades. A 60-second commercial becomes part of culture. A simple phrase changes how millions think.

What's the difference?

Two Stanford researchers spent 10 years finding out. They analyzed urban legends, presidential speeches, scientific breakthroughs, and viral campaigns.

Their discovery: Every memorable idea follows the same six-part formula.

And it's not what you think.

The Problem Every Creator Faces

Your content and 24 hours later, it's completely forgotten.

Meanwhile, everyone remembers:

• "Belong Anywhere"

• "We choose to go to the moon not because it is easy, but because it is hard"

• "Just Do It"

What makes some ideas unforgettable while others vanish?

The Heath brothers spent years finding out.

🔬 The Made to Stick Research

The Heath brothers analyzed everything:

• Urban legends that spread for decades

• Public health campaigns that changed behavior

• Corporate messages that transformed companies

• Scientific theories that revolutionized thinking

Their discovery: Every sticky idea has six traits, spelled out in the acronym SUCCES

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Stories

And here's the kicker: You don't need all six. But the more you have, the stickier your idea becomes.

🎯 The SUCCES Framework Decoded

S - Simple

The rule: One core message. If they remember just ONE thing, what should it be?

Bad: "Our comprehensive platform leverages AI to optimize workflow efficiency..."
Good: "It's like Uber, but for dog walking."

U - Unexpected

The rule: Break patterns with surprising but relevant insights.

Example: "The best way to get more followers? Stop trying to get followers."

C - Concrete

The rule: Specific details stick 6x better than abstract concepts.

Instead of: "Increased efficiency" → Say: "Saved 2 hours per day"

C - Credible

The rule: Give reasons to believe through authorities, details, or "try this yourself" proof.

Example: "3 clients doubled revenue in 90 days using this. Here's client #1's story..."

E - Emotional

The rule: People feel their way to caring, then think their way to supporting.

Triggers: Self-interest, identity, achievement, fear of loss, belonging

S - Stories

The rule: Stories are mental flight simulators that help people practice responses.

Three types: Challenge plots (David vs Goliath), Connection plots (bridging differences), Creativity plots (breakthrough moments)

The SUCCES Content Audit

Before publishing your next piece of content, ask:

1. Simple: What's the ONE core message?

2. Unexpected: What would surprise my audience about this?

3. Concrete: What specific details make this vivid?

4. Credible: Why should they believe this?

5. Emotional: How will this make them feel?

6. Story: What narrative am I telling?

Score each element 1-10. Aim for at least 4 elements scoring 7+.

🧠 The Curse of Knowledge (Why Smart People Create Boring Content)

The Heath brothers' biggest insight: Once you know something, it's impossible to unknow it. This creates the "curse of knowledge."

The problem: Experts assume everyone knows what they know. They skip the basics. They use jargon. They forget what it was like to be a beginner.

The solution: Always ask: "How would I explain this to my past self from 5 years ago?"

🎯 This Week's Made to Stick Challenge

Bonus: Reply with your before/after - I'll analyze the stickiest transformations !

Keep making ideas unforgettable,
Epaphra

P.S. The Heath brothers spent 10 years researching sticky ideas. Their conclusion? Simple beats complex. Unexpected beats predictable. Stories beat statistics.

Your next great idea is already in your head. The question is: Will you make it stick?