- SUCCESs = Simple surprise. Descriptive with real feelings. Action and inspiration. - SUCCESS - Simple Unexpected Concrete Credible Emotional Stories - Simple = Prioritize the core of message. With analogy or high concept - Unexpected = Violate a schema. Use curiosity gaps (Unknown) - Concrete = Sensory language. Paint a picture Hook into multiple types of memory - Credible = Authority, human-scale stats, vivid details. Try before you buy - Emotional = People not numbers. "What's in it for you". Identity. - Stories = Simulation, Inspiration. Journey