"As to methods, there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble."
Ralph Waldo Emerson



Craft more compelling communications with the RIBS Test, a framework designed to help create brand stories and communications that stick.  

While we live in an information economy, we don’t live in an information society. We are stuck in information overload, constantly bombarded with more things than we can assimilate, with an infinite amount of content desperately vying for our precious attention.

When it comes to communication strategy then, this information overload is like a dark cloud getting in the way of clarity of message. We need simple tactics to help overcome this challenge.

A successful message succeeds when people remember it.

Creating a compelling message is critical to getting press, finding customers, raising funding or hiring the best people. The RIBS Test is a framework designed to help create a message that has a better chance of resonating (in short, “stick to your ribs”).


Who is your audience? Is your company solving a problem they care about? What matters to your audience about the problem? Why does your solution deserve their attention?

Gaining attention can be hard, and gaining relevance can be even harder. This should be a key priority in your positioning, and help spark interest.


Being inevitable is like having a gust of wind at your back. If it doesn't seem like whatever trend or initiative you are a part of will come to pass, you will be perceived as fighting against the wind.

People should feel that whatever you are developing is inevitable. If it seems like these actions make intrinsic sense, you will create a sense of momentum.


You can be relevant, and your product may seem inevitable, but you may not be believed. You need to ensure your message convinces people that you will be the ones to make it happen and can deliver on your goals.


Apply the KISS principle. There is too much clutter and noise, so get to the simplest essence of your statement.

What is the one line you want people to remember? You only get one.

Using the RIBS Test

The RIBS Test is a simple sense check for any important message or positioning you may need to craft. Use it as a guide in the development of relevant statements that cut through and create momentum.

Author's note, all frameworks are inherently flawed, so apply them wisely. The utility of a framework is always dependent on the individual problem at hand.


Caryn Marooney via First Round.

Pareto Principle

Pareto Principle

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