Dan Heath
Dan Heath is co-author with his brother Chip of Made to Stick, a best-selling book about developing ideas. To quote the dust jacket: ?Why do some ideas thrive while others die? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions.
Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the 'human scale principle', using the 'Velcro theory of memory' and creating 'curiosity gaps'. In this indispensable guide, we discover that sticky messages of all kinds ? from the infamous 'kidney-theft ring' hoax to a coach?s lessons on sportsmanship to a vision for a new product at Sony ? draw their power from the same six traits." The Heath duo emphasizes that great ideas are Simple, Unexpected, Concrete, Credible, Emotional and tell Stories (SUCCESs).
Dan Heath is a Consultant at Duke Corporate Education, and has consulted on how to make ideas stick for corporations including Microsoft, Nissan, Dow and Home Depot. Now, he's coming to us. Whatever your field, the development and nurturing of ideas is of critical importance.