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Chip Heath & Dan Heath

Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. Dan Heath is a consultant at Duke Corporate Education and co-founder of Thinkwell, a new-media textbook company. Made To Stick: Why Some Ideas Survive and Others Die, was released in January by Random House. The article above was adapted from the first chapter of the book. Email:,

Articles by Chip Heath & Dan Heath

Making Your Ideas Stick

April 30th, 2007

Cell phones that explode at gas stations and beautiful women who drug you to steal your liver. They may not be true, but urban legends have incredible traction. They also have a lot to teach us about what it takes to make an idea stick in the minds of your customers.