#1 Simple: Find the core of your idea
Strip an idea down to its core by removing unnecessary complexity. Simplicity doesn’t mean oversimplifying, it means focusing on what truly matters. A single, well-prioritized message drives alignment and gains buy-in. For example, when proposing a new user onboarding flow, avoid saying, “It’ll reduce churn, improve activation, and align with our brand.” Instead, frame it as: “This onboarding redesign increases Day-1 activation.”
#2 Unexpected – Break the pattern to get attention
Capture people’s curiosity by defying their expectations. Surprise is a powerful tool. It grabs attention and encourages deeper engagement. You can create this effect using friction points, unexpected data, or striking customer quotes that disrupt the usual flow. For instance, in a stakeholder review meeting, start with a statement like: “Did you know that only 15% of our users are actually experiencing our ‘wow’ moment?”
#3 Concrete – Make the idea tangible
Make abstract ideas tangible by using vivid, sensory details by transforming vague concepts into clear mental images or memorable experiences. Show wireframes. Demo the prototype. Quote real users. Turn fuzzy ideas into visuals. For example, avoid saying something abstract like “optimize onboarding friction”. Instead, be specific: “Currently, users must fill out six fields before they see their dashboard. Let’s reduce that to two”.
#4 Credible – Build believability
Make your ideas credible by backing them with trusted sources, solid data, or vivid, believable details. Use customer testimonials, results from A/B tests, and benchmark data from reputable research. These lend authority and make your message more persuasive. For example, instead of saying, “This feature will increase retention”, say, “In our A/B test, users in the test group returned 27% more often in week 2”.
#5 Emotional – Make stakeholders care
Make stakeholders care about your idea by tapping into emotion. Emotional resonance drives action. It moves people by making them feel, not just think. Frame the impact in terms of user experiences, not just metrics. Speak to what your stakeholders value, whether it’s empathy, efficiency, pride, or innovation. For example, rather than saying, “We need to meet WCAG 2.1 standards” say, “One of our visually impaired users shared that he can’t navigate the settings screen without a screen reader update. That’s a real blocker for him.”
#6 Stories – Use narrative to inspire action
Use storytelling to create mental simulations and inspire action. Narratives do more than inform. They immerse your audience in real scenarios that spark empathy and drive decisions. Share real customer journeys. Highlight moments from usability tests. Start your feature pitch with a “day in the life” of your user. For example, instead of saying, “Users are confused on step 3”, say, “I watched a user on Hotjar repeatedly click ‘Next,’ not realizing they needed to scroll. After 90 seconds of frustration, they gave up. That’s exactly where we’re losing them”.
For more real-world examples of how these principles come to life, read Made to Stick by Chip and Dan Heath.