Hannah

“One of his friends, a marketing professor at Stanford, said, “Think about this from a marketing perspective. We can change behavior in a short television ad. We don’t do it with information. We do it with identity: ‘If I buy a BMW, I’m going to be this kind of person.”
― Chip Heath, Switch: How to Change Things When Change Is Hard

“Failing is often the best way to learn, and because of that, early failure is a kind of necessary investment.”
― Chip Heath, Switch

“Specific, Measurable, Actionable, Relevant, and Timely”
― Chip Heath, Switch: How to Change Things When Change Is Hard

“Until you can ladder your way down from a change idea to a specific behavior, you’re not ready to lead a switch.”
― Chip Heath, Switch: How to Change Things When Change Is Hard