The document discusses improving communication through finding the core message and applying the SUCCESS framework. It defines SUCCESS as being simple, unexpected, concrete, and focusing on getting and keeping people's attention through surprise, interest, curiosity, and a little mystery. Examples are given of using proverbs, analogies, and concrete language to help audiences understand new concepts.

1. Improving Communication Written and Presented by: Michael Evanchan

2. What Sticks? Part 1

3. Based on the book:

4. What Makes you Stick ?

5. 2 Steps 1) Find the Core 2) Apply SUCCES s

6. SUCCES s

7. S imple

8. Dumbing Down

9. Simple = + Compact Core

10. Find the Core

11. “ No plan survives contact with the enemy ”

12. Commander’s Intent

13. Simple = + Compact Core

14. Elegance & Prioritization

15. Schemas: Complex messages from Simple material

16. Proverbs: Short sentence from Long experience

17. Analogies: metaphors

18. U nexpected

19. “ The first problem with communication is getting people’s attention .”

20. 1 How do I get people’s attention?

21. S urprise!

22. B reak a pattern

23. 2 How do I keep people’s attention?

24. I nterest & C uriosity

25. Introduce a Knowledge Gap

26. A little Mystery goes a long way

27. C oncrete

28. “ Concrete language helps people, especially novices, understand new concepts .”

29. Mobilize & Focus the brain

30. A bstract

31. C oncrete

32. “ Concreteness is the easiest trait to embrace, and may be the most effective .”

33. S imple U nexpected C oncrete

34. 2 Steps 1) Find the Core 2) Apply SUCCES s