SUCCESs is easy enough. It stands for:
- Simplicity Stripping an idea to it's core, without turning it into a soundbite.
- Upexpectedness Grabbing a person's attention.
- Concreteness Making the idea understandable.
- Credibility Getting people to believe the idea.
- Emotional Getting people to care about the idea.
- Stories Getting people to act on the idea.
Whether you agree with their classifications and conclusions or not, you will find incite in their examples.
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