Simple: find the core of any story.
Unexpected: surprise your reader
Concrete: make sure people understand and remember your idea.
Credible: Your reader must believe the story
Emotional: help people see the importance of an idea. Let people feel something.
https://booksinbusiness.wordpress.com/2013/04/30/make-your-story-sticky-using-6-principles-s-u-c-c-e-s/