Made to Stick (Chapter 4: Credible): Why Some Ideas Survive and Others Die

by Chip Heath

In a presidential campaign, a candidate “Are you better off today than you were four years ago?” Sticky ideas must carry their own credentials. Offer people the chance to test your ideas themselves–a “try before you buy” philosophy. People want to believe your ideas, so give them a reason to. Examples include the Nobel-winning scientist no one believed, flesh-eating bananas, and the human-scale principle.

291 pages, Kindle Edition

First published February 11, 2008

About the author

Chip Heath is the professor of Organizational Behavior in the Graduate School of Business at Stanford University.
He received his B.S. degree in Industrial Engineering from Texas A&M University and his Ph.D. in Psychology from Stanford.

He co-wrote a book titled Switch How to Change Things When Change Is Hard with his brother Dan Heath.