How to find your sticky idea
Most cyber messaging is accurate, and forgettable.
A sticky idea is one your buyers remember and repeat to the people who sign off. Here's the test we use, built on Chip and Dan Heath's research in Made to Stick. Score your own idea as you go.
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Step 1
Step 2 · Score it against the six principles
The thing you want a CISO to repeat to their board.
How we find it with you
From interviews to action triggers
Your sticky idea is usually already inside the business. We find it, test it, then build it into everything.
- 01
Interviews
We talk to founders, sales and customers to find the stories that already work in the room.
- 02
Sticky ideas
We test candidate ideas against the six principles and keep the one buyers repeat.
- 03
Action triggers
We tie the idea to the moments buyers act: a breach in the news, a board review, a renewal.
- 04
Everywhere
The idea runs through owned, shared, earned and finally paid media.
See tools and tactics →