Chip Heath is the Thrive Foundation for Youth Professor of Organizational Behavior in the Stanford Graduate School of Business. His research examines why certain ideas – ranging from urban legends to folk medical cures, from Chicken Soup for the Soul stories to business strategy myths — survive and prosper in the social marketplace of ideas. A few years back Chip designed a course, now a popular elective at Stanford, that asked whether it would be possible to use the principles of naturally sticky ideas to design messages that would be more effective. The material from that course, How to Make Ideas Stick, has been taught to hundreds of students including managers, teachers, nonprofit leaders, doctors, journalists, venture capitalists, product designers, and film producers. And Heath – along with his brother Dan coauthored a bestselling book titled Made to Stick: Why Some Ideas Survive and Others Die.