Made to Stick

In the book, Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath, the authors reveal how we can make ideas 'sticky' using the 'SUCCESS' formula. Sticky ideas tell a story and are simple, unexpected, concrete, credible, and emotional.

Chip Heath graduated from Texas A&M University with a bachelor of science degree in industrial engineering. He later earned a PhD in psychology from Stanford University. He currently works as a professor of organizational behavior at Stanford Graduate School of Business, where he taught courses on organizational behavior, negotiation, international strategy, and social entrepreneurship. His book, co-written with his brother, Dan Heath, Made to Stick, was named “Best Business Book of the Year” and was on the BusinessWeek bestseller list for 24 months and has been translated to at least 25 languages.

Dan Heath is a bestselling American author, speaker, and professor at Duke University. He is the co-author of Made to Stick. He works as a columnist for Fast Company magazine, and since 2018, started hosting a podcast Choiceology about behavioral economics.