Can it be expressed in just a few words, and in a language everybody understands?
Surprise your listener/prospect/customer with a message they weren't expecting.
Is it real or theory?
Will your listeners/prospect/customers believe your story? Do you have a "credible" reference?
Evoke emotions, does it make people care at a gut level?
Can it be expressed in a narrative way?
The enemy is the "Curse of Knowledge" - we know our stuff too well, so we fail to communicate clearly to those who know less than we do. We asume too much and don't speak the customers' language anymore, but a jargon, only understood by a few.