About This Book
Made to Stick explains why some ideas become popular, while others wither and die. The book lays out the most important characteristics of “stickiness”; that is, what makes ideas “stick” in the mind, and how to make them work for you.
Who Should Read This?
- Anyone with an idea to share
- Anyone interested in why some ideas catch on and others don’t
- Every film director, advertising executive, NGO worker and so on.
About the Author
Chip Heath is a professor of organizational behavior at Stanford University. He holds a BSc in industrial engineering and a PhD in psychology. His brother Dan Heath is an academic, consultant and founder of the publishing company Thinkwell, which takes a new, didactic approach to writing textbooks.
