Secrets to making stories stick forever

Use the SUCCESS checklist to craft memorable stories that captivate and stick

We all love a good story, but some stories are easier to remember. What makes the best stories sticky, staying in our minds long after hearing them? Chip and Dan Heath share a simple checklist called SUCCESS in their book Made to Stick. 

This checklist can help anyone—teachers, writers, speakers, and even kids—create stories that stick. 

Let’s break it down:

S for Simple

Start with simplicity. A sticky story has a clear core message. Adding many details is tempting, but the strongest stories are often the simplest. Think of Aesop’s fables: each has a memorable lesson. When you know what you want your audience to remember, focus on that idea and leave out anything extra.

U for Unexpected

Add an unexpected twist to get someone’s attention. Something surprising happens in a story, which makes us curious and eager to know more. For example, telling a story about a dog might be predictable, but it instantly becomes more gripping if that dog saves a family from a fire. Think about what will surprise your listeners or readers and keep them interested.

C for Concrete

Concrete details make stories easier to understand and picture. Instead of saying, "He was fast," say, "He ran like lightning across the field." The more we can picture something, the more likely we are to remember it. When a story uses concrete images or examples, it feels real and vivid.

C for Credible

People believe stories that feel real or trustworthy. To make your story believable, you can include real facts or details or even tell it from a personal perspective. When people know something is true or relatable, they’re more likely to remember it.

E for Emotional

We remember stories that make us feel something. Think about the last time a story made you laugh, cry, or feel inspired. Emotions connect us to the story, making it much easier to recall later. When telling a story, focus on the feelings involved, not just the facts.

S for Stories

Finally, the easiest way to stick a message is to wrap it in a story. Stories are like memory glue; they help us remember details and lessons better than just a list of facts. We love stories about overcoming obstacles, achieving goals, or helping others.

In short, the SUCCESS checklist can help you tell stories that stick in people’s minds. Remember to keep it Simple, add something Unexpected, use Concrete details, be Credible, stir up Emotions, and wrap it all in a Story. With these tips, your stories can stick with people for years!