The Big Idea
What sticks?

Whether youre a CEO or a full-time mom, youre got ideas that you need to communicate: a new product coming to market, a strategy you want to sell your boss, values you are trying to instil in your children. But its hard - fiendishly so ? to transform the way people think and act.

Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on."His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas - businesspeople, teachers, politicians, journalists, and others ? struggle to make their ideas "stick.?

About of Author
Chip Heath is a Professor of Organization al Behavior in the Graduate School of Business at Stanford University and a columnist for Fast Company magazine. He received his B.S. in Industrial Engineering from Texas A&M University and his Ph.D. in Psychology from Stanford.

Dan Heath is Consultant to the Policy Programs for the Aspen Institute and is also a columnist for Fast Company magazine. In 1997, Dan co ? founded and served as Editor in Chief of Thinkwell, a startup puflishing company. Dan has an MBA from Harvard Business School, and a BA in the Plan II Honors Program From the University of Texas at Austin.

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