Strategy and Messaging: Making Your Ideas Stick
by Chip Heath

Why is it that urban legends stick in our minds? And why is it that you can’t remember the last memo you read or PowerPoint presentation you saw? With all of the noise in the world today, sending a clear and potent message can be a daunting task. In this presentation, Chip shows you six basic principles to make your messages more powerful and longer lasting. Chip examines why certain ideas - ranging from urban legends to corporate strategies – survive and prosper in the social marketplace of ideas… and why other ideas don't survive.

Participants will learn:

• Why some ideas thrive while others die - and how do we improve the chances our own worthy ideas
• How you, as a leader in your organization, can create messages that will change the way your employees think and act
• Why most corporate strategy statements are like "kryptonite for stickiness"

About Chip Heath
Chip Heath is a Professor in the Graduate School of Business at Stanford University. Chip is the co-author (along with his brother, Dan) of a book titled Made to Stick: Why Some Ideas Survive and Others Die, published by Random House in 2007. Made to Stick has been a Business Week and New York Times bestseller, and was ranked among Amazon's Top 10 Business Books of 2007 by both editors and customers. It has been translated into 23 languages, including Thai, Arabic, and Lithuanian.

Chip's research examines why certain ideas—ranging from urban legends to business strategy myths—survive and prosper in the social marketplace of ideas. These "naturally sticky" ideas spread without external help in the form of marketing dollars, PR assistance, or leadership attention. Chip’s research has appeared in academic journals in psychology, economics, and management. Popular accounts of his research have appeared in Scientific American, the Financial Times, The Washington Post, Business Week, Psychology Today, and Vanity Fair. He has appeared on NPR and National Geographic specials.