Tamsen Webster explains three principles for making ideas stick and spread: start with something familiar so people can make sense of it, give them a complete picture small enough to remember and repeat, and cut anything that makes them work harder to understand.
If you want your idea to be comprehensible, then we need to give people a graspable whole, and even better, a whole that even if it's a new combination of parts, is built off of parts they've seen or understood or experienced before. So how do we do that? 3 things. Number 1, a familiar hook that gets the sensemaking to start. Give them a frame that's familiar. Say, This is a way to do something you already know. Two, a portable whole, a whole picture of the idea that fits in their working memory so they can carry it with them, talk to themselves about it, and critically talk to other people about it. Third, minimizing as much as possible any extra work that the working memory has to do.
