While many groundbreaking ideas go unnoticed, urban myths and rumors spread rapidly. Many Americans believe the myth that some people tamper with Halloween candy, making the candy dangerous to children. This is a striking example of when a story with no factual basis persists. This leads to an intriguing question: Why do some stories spread easily while important ideas struggle to catch on?

So, what makes some ideas more engaging than others? Let’s look at the mnemonic SUCCESs. It stands for Simple, Unexpected, Concrete, Credible, Emotional, and Story. This framework suggests that an idea must be straightforward but surprising for it to stick. It also needs to be tangible, believable, and emotionally resonant. Finally, it should be wrapped in a narrative.

Consider the approach implemented by health groups in America. They wanted to raise awareness about the high saturated fat content in movie popcorn. Initially, they presented the fat content in numbers, which failed to make an impact. It was a dry, academic approach, which made them realize the need for a more effective method. They compared the fat content in a medium-sized theater popcorn to the total fat content of a day's high-fat meals. This new, vivid comparison was far more memorable and led to significant changes in the use of cooking oil in cinemas.

This example demonstrates the effectiveness of the Simple, Unexpected, and Concrete elements of SUCCESs formula. In general, the designers of this method aim to enhance the communication and retention of ideas. The fundamental premise of this approach is that presentation matters because presenting an idea is as crucial as the idea itself. A well-articulated, engaging presentation can elevate concepts, making even the most mundane enjoyable. This phenomenon is evident in the spread of baseless myths.

So, storytelling matters. Crafting a memorable and shareable narrative is imperative to make your idea resonate with an audience. This strategy ensures that the concept reaches the intended audience and impacts them effectively.