Dan Heath

About

Dan Heath is an American academic, bestselling author, consultant and founder of the publishing company Thinkwell, which takes a new, didactic approach to writing textbooks. He is also a columnist for Fast Company magazine.

Made to Stick

Made to Stick explains why some ideas become popular, while others wither and die. The book lays out the most important characteristics of “stickiness”; that is, what makes ideas “stick” in the mind, and how to make them work for you.