SUCCESs Principles

• Simple (Core + Compact)

• Unexpected
• Concrete
• Credible
• Emotional
• Story
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• The first problem of communication is

getting people’s attention. (rating,
anchor)

• Great storytellers make us

uncomfortable. They catch our
attention by breaking an expected
pattern. ( 漁工故事 )

• Good advertisement kills bad product.

• Create mysteries, puzzles
– ( 中國人上太空, , The Coming Plague, 南美馬丘比丘復活節島 ,
傳染病福爾摩斯, 荒原一碌柱、中國門、南丫海難九年)

• Asking a question, inviting

people to join a journey, to solve
a mystery ( 槍會故事, Places that don’t exist, 我係乜乜乜,
debate game, 反修例運動直播、 Reality TV ), 香港01, 對面那位
伊波拉演義
Nasca Lines, Peru
• Create mysteries, puzzles
– ( 中國人上太空, , The Coming Plague, 南美馬丘比丘復活節島 ,
傳染病福爾摩斯, 荒原一碌柱、中國門、南丫海難九年)

• Asking a question, inviting

people to join a journey, to solve
a mystery ( 槍會故事, Places that don’t exist, 我係乜乜乜,
debate game, 反修例運動直播、 Reality TV ), 香港01, 對面那位
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• Violate stereotype,
Counter-intuitive
– ( 《萬曆十五年》 , Bill Gates and mosquitoes 0350、露宿者
、垃圾房的油畫)

• Surprises

• Break a pattern ( 全民山竹記,

三代不拜年、老人院實習記 ).
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• Surprise not enough, it must be

satisfying and “post-dictable”

• Avoid gimmickry, use surprise in the

service of a core message.

• 10:10 video
 News: Getting people’s attention

• Teaser and Opening in documentary:

to create puzzles and mysteries (linear nature,
中國人上太空 , Freakonomics)

• Keep people’s attention, by inviting

people to solve mysteries or joining a
journey

• Opening gap in knowledge.