 Chip Heath
Innovation, Strategy, Marketing, Branding
NY Times, BusinessWeek, and Wall Street Journal Best-Selling Author of Made to Stick
Chip's new book, Switch, is scheduled for release in February 2010 |
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Chip Heath is a Professor in the Graduate School of Business at Stanford University. Chip is the co-author (along with his brother, Dan) of a book titled Made to Stick: Why Some Ideas Survive and Others Die, published by Random House in 2007. Made to Stick has been a Business Week and New York Times bestseller, and was ranked among Amazon’s Top 10 Business Books of 2007 by both editors and customers. It has been translated into 23 languages, including Thai, Arabic, and Lithuanian. Chip and his brother Dan write a column for Fast Company Magazine.
Chip’s research examines why certain ideas - ranging from urban legends to business strategy myths—survive and prosper in the social marketplace of ideas. These "naturally sticky" ideas spread without external help in the form of marketing dollars, PR assistance, or leadership attention. Chip’s research has appeared in academic journals in psychology, economics, and management. Popular accounts of his research have appeared in Scientific American, the Financial Times, The Washington Post, Business Week, Psychology Today, and Vanity Fair. He has appeared on NPR and National Geographic specials.
A few years back Chip designed a course, now a popular elective at Stanford, which asked whether it would be possible to use the principles of naturally sticky ideas to design messages that would be more effective. That course, How to Make Ideas Stick, has now been taught to hundreds of students including managers, teachers, doctors, journalists, product designers, and film producers.
Chip and his brother have taught and consulted on the topic of "making ideas stick" with dozens of organizations including corporations such as Microsoft and Nike and nonprofit groups such as The Nature Conservancy and Springboard Schools.
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