Remember the last truly terrible training you sat through? The one where your mind wandered to your grocery list and weekend plans while the presenter droned on about... something? We've all been victims of bad training. But what if there were a formula to create learning experiences that would not only keep people awake but actually transform how they work?
Good news! That formula exists, and it's as easy as remembering one word: SURE.
The SURE principles: Your secret weapon for learning that sticks
The most effective learning content follows four key principles. It's Simple, Useful, Resonant, and Easy to skim. Let's break down this magic formula:
1. Keep it simple
Picture Sarah, an operations manager who just received a 45-page manual on new safety protocols. Page one begins: "The implementation of cross-departmental operational safety guidelines necessitates comprehensive stakeholder engagement." Sarah closes the document with a sigh. She doesn't have time to decode this corporate-speak.
Our brains are busy filtering machines, constantly deciding what deserves attention. When learning content is complex or confusing, it creates cognitive overload. Our brains essentially say, "Too much work!" and check out.
- Simple doesn't mean simplistic. It means:
- Using short words when possible
- Writing concise sentences (aim for 15-20 words max)
- Breaking complex ideas into manageable chunks
- Using active voice instead of passive constructions
- Avoiding unnecessary jargon and buzzwords
Most adults read at a 7th or 8th-grade level. That's not a reflection on intelligence; it's just how we process information efficiently. When Sarah receives a revised one-pager that begins "Here's how to keep your team safe," she's much more likely to engage.
2. Make it useful
Nothing motivates learning like immediate relevance. We're all tuned to the same internal radio station: WIIFM (What's In It For Me?).
Consider Mark, a sales consultant frustrated by training about a new CRM system. The instructor focuses on technical features while Mark wonders, "How will this help me close deals faster?" Mark disengages, missing information that could actually boost his sales by 15%.
Effective learning content must answer these questions up front:
- How will this help me solve the real problems I face today?
- Why should I care about this right now?
- What specific actions can I take immediately?
Generic content that doesn't connect to real-world challenges falls flat. Content that addresses specific pain points—like showing Mark how the CRM can automate follow-ups and identify high-value prospects—commands attention and drives action.
3. Create emotional resonance
As António Damásio said, "We are not thinking machines that feel; we are feeling machines that think."
This powerful insight explains why emotion is essential in learning. Information paired with emotion sticks better because our brains prioritize experiences with emotional impact.
When Elena, a customer service representative, hears a recording of a frustrated customer describing how a resolved issue made a difference in their life, she connects emotionally to the importance of her work in a way that statistics alone could never achieve.
To make content resonate:
- Tell authentic stories with real stakes
- Use vivid examples that create mental images
- Connect to core values and aspirations
- Create "aha!" moments through unexpected insights
- Build in moments for personal reflection
When content makes learners feel something—curiosity, inspiration, even productive discomfort—it's dramatically more likely to trigger lasting behavior change.
4. Design for skimming
Let's be honest: people rarely read word-for-word anymore. They scan, jump around, and look for highlights. Fighting this behavior is pointless. Instead, design for it!
Research by usability expert Jakob Nielsen has shown that well-structured content with headings, bullet points, and highlighted text significantly improves readability and comprehension compared to dense blocks of text.
For example, compare the challenge of reading the dense wall of text on the left with the readability of the formatted version on the right.
Make content skimmable by:
- Using clear, descriptive headings that convey key points
- Keeping paragraphs short (3-4 sentences max)
- Highlighting key concepts in bold
- Using bullet points and numbered lists for steps or examples
- Including visual elements to break up text and reinforce messages
Bringing it all together: The SURE formula in action
The SURE formula isn't about choosing between depth and accessibility. It's about creating the perfect environment where learning happens naturally.
Think of it like a brilliantly designed kitchen. Everything important is within reach. Things you use most are front and center. There's a flow that makes sense. And it's a place where people actually want to spend time.
Learning content should work the same way—thoughtfully designed around how people actually process information and make decisions.
Beyond the basics: Taking your content to the next level
Once you've mastered the SURE formula, elevate your approach by:
- Adding compelling visuals that reinforce key points without overwhelming
- Creating clear calls to action at natural decision points
- Designing for multiple exposures rather than one-and-done learning events
- Testing with actual users and refining based on their experience
Remember: your goal isn't just to transfer information. It's to inspire action and change behavior. When you create learning content with the SURE formula, you're not just teaching—you're transforming how people work.
What part of your learning content needs a SURE makeover today? More importantly, what will you do differently tomorrow?
Explore the ‘Science of Learning’
Learn more about designing effective and impactful learning at the Science of Learning online conference, June 25–26, 2025. Learn strategies to boost training outcomes with higher engagement and demonstrable retention. Register today!