Chip and Dan Heath
On the Guru Radar
Shortlisted: 2011 Thinkers50 Future Thinker Award
Engaging academic siblings and authors of Made to Stick. Their work examines why some ideas – from urban myths to business myths – stick in people’s minds. Effective ideas, they say, are understood when you hear them; persist over time; and change something about how you think.
Dan Heath is a Senior Fellow at Duke University's CASE Center, which supports social entrepreneurs. In 1997, he co-founded a publishing company called Thinkwell, which produces a radically reinvented line of college textbooks. Chip Heath is the Thrive Foundation of Youth Professor of Organizational Behavior at the Graduate School of Business at Stanford University. They are columnists for Fast Company and co-authors of Switch: How to Change Things When Change Is Hard.