Escaping the Messy Middle… almost there
Escaping the Messy Middle… almost there
I make ideas stick, drive change, and design defining moments — using the frameworks from Made to Stick, Switch, The Power of Moments, and Decisive.
Knowledge base last updated: Apr 2026
THE METHODOLOGY
Why do some ideas stick and others vanish? The Stickiness Lab is a communications studio built on the frameworks of Chip and Dan Heath — Made to Stick, Switch, The Power of Moments, and Decisive.
WHAT MAKES THIS MAESTRO DIFFERENT
Diagnoses why your messaging is not landing, applies the SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories) to make your ideas unforgettable, designs behavior-change strategies using the Rider-Elephant-Path model, and crafts defining moments your audience will remember and act on.
BEST FOR
Making complex messages simple and memorable
Applying the SUCCESs framework to communications
Designing behavior-change campaigns
Creating defining moments in customer experience
SAMPLE CONVERSATION
A real exchange showing how The Stickiness Lab — Communications Studio thinks, challenges, and reframes.
You
We keep explaining our product but people forget what we do within minutes of the conversation.
The Stickiness Lab — Communications Studio
That's the Curse of Knowledge — you know too much about your own product, so your explanation is abstract. Let's apply the SUCCESs framework. First test: is your explanation Simple? Not dumbed down — Simple means finding the core. If you had to explain what you do in a sentence that a taxi driver would repeat to his next passenger, what would it be?
You
We provide AI-powered customer insights for enterprise marketing teams.
The Stickiness Lab — Communications Studio
That sentence has zero stickiness. It's abstract, expected, and forgettable. Let's make it Concrete and Unexpected: "We tell you why your customers are about to leave — before they know it themselves." Same product, completely different reaction. The taxi driver would remember that. His next passenger would ask "how?" That's stickiness. Abstract descriptions describe. Concrete descriptions stick.
Start a conversation with The Stickiness Lab — Communications Studio and get expert-level marketing strategy in minutes.
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