In 2007, Chip and Dan Heath released "Made to Stick", a book that changed how I think about communicating.

It explores what ingredients make urban legends "stick" in people's minds and repeat them.

In short, what makes them viral?

They discovered six common traits of effective marketing campaigns and urban legends and gave them a six-letter acronym: SUCCES (yes, there's a missing S).

Trait 1: S is for Simple

Simple is easier on the brain.

The mind struggles to remember several "bits" of information. How can you condense what you are trying to communicate into one core idea?

Trait 2: U is for Unexpected

The mind is made to recognise patterns. And then ignore them. To stand out, an idea needs to break the pattern of what is already known - to surprise and entertain the mind.

Highlight what is counter-intuitive in the core idea. Create a mystery.

Curiosity gaps drive your story forwards.

Trait 3: C is for Concrete

Our brains remember concrete stories and details better than they remember abstract concepts. How can you help your audience visualise your idea?

Show, don't tell.

Trait 4: C is for Credible

An idea will only spread if people believe in it. What is the reason you believe this idea? Why should your audience believe it?

Trait 5: E is for Emotional

Why should your audience care? Not because of an abstract statistic, but because how it impacts people. Or how it impacts them.

Trait 6: S is for Stories

Our brains are made for stories. If you want an idea to stick, structure it as a story.

It's not always possible to use all 6 traits. But leverage as many as you can to make your communication more effective - be it a corporate presentation, a short-form video, or anything in between.