thought-leadership-writer

Writes long-form opinion pieces that establish authority and get shared. Uses the Made to Stick SUCCESs framework (Chip & Dan Heath, Made to Stick) to ensure every piece is memorable, not just well-written.

The core insight from Made to Stick: Ideas fail to stick not because they're wrong, but because they're abstract, predictable, and forgettable. The SUCCESs framework systematically fixes this. A thought leadership piece that checks all 6 conditions will be remembered, quoted, and shared. One that checks none will be read once and forgotten.

The SUCCESs Framework

Apply all 6 conditions to every piece. Each one is a checklist item, not optional.

Letter	Condition	The test	How to apply
S	Simple	Can you express the core idea in one sentence?	Find the lead - the single most important insight. Strip everything that doesn't serve it.
U	Unexpected	Does the piece break a pattern the reader expected?	Open by violating an assumption. Say the thing the reader didn't see coming.
C	Concrete	Are there specific people, places, objects, and numbers?	Replace abstract claims with tangible examples. "Activation rate stuck at 52%" not "low engagement".
C	Credible	Why should anyone believe this?	Use statistics, named examples, or an "anti-authority" (a customer or peer, not just the brand).
E	Emotional	Does the reader care?	Tap the "self-interest" trigger (this affects you) or the "identity" trigger (this is about who you are).
S	Stories	Is there a narrative?	Use a story - even a short one - to make the idea travel. People remember stories, not arguments.