Profile

Chip Heath
Author of "Made to Stick"

Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. His research examines why certain ideas — from urban legends to folk medical cures, from Chicken Soup for the Soul stories 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 the attention of leaders. 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 more effective messages. That course, “How to Make Ideas Stick,” has now been taught to hundreds of students, including managers, teachers, doctors, journalists, venture capitalists, product designers, and film producers.

Chip is the co-author (along with his brother, Dan) of Made to Stick: Why Some Ideas Survive and Others Die. Chip and his brother have taught and consulted on the topic of “making ideas stick” with audiences from Nissan, Chronicle Books, Ideo, and West Point, among others. He has appeared on NPR and National Geographic specials. He received his B.S. in industrial engineering from Texas A&M University and his Ph.D. in psychology from Stanford.

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