Made to Stick

In this New York Times bestseller, Chip Heath – a professor at Stanford University’s Graduate School of Business – and Dan Heath – senior fellow at Duke University’s Center for the Advancement of Social Entrepreneurship (CASE) – offer an engaging guide to devising ideas with maximum “stickiness.” 

The Heath brothers take as their starting point Tipping Point author Malcolm Gladwell’s use of “stickiness” to describe innovations that are likely to find an audience. They embellish and expand his concept using many of his familiar methods – anecdotes, historical examples, non-linear conclusion-drawing and, in some cases, padding otherwise insubstantial ideas.