What all sticky ideas have in common is that there are six principles that seem to come back every time. The principles are very clear and they don't look very special but the combination of the principles makes an idea special so people will remember it. Sometimes it isn't necessary that an idea complies to all the principles but the more principles are covered, the bigger the chance that the idea will stick.

These principles have been identified by Dan and Chip Heath. We have used these principles and explored them further through creative sessions and other models (lifehacking, storytelling, ...).