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Do you think human beings only use ten percent of their brains? If you answered yes, as most people do, you've just experienced the power of urban legends. This just isn't true. But there is something that makes this idea stick.
In his new book titled Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath, professor of organizational behavior at Stanford Graduate School of Business, analyzes the characteristics of lasting ideas and suggests ways to harness the power of urban legends for a cause.
Heath demonstrate how concrete, credible, and emotional ideas have a more profound impact. He talked to an audience of social innovators over 60 gathered by Civic Venture and the Center for Social Innovation for the Innovation Summit held at Stanford University on September 8-9, 2006. All attendees were nominees of The Purpose Prize, an award Civic Venture created to celebrate the work of extraordinary people in their second half of life who are using their experience and creativity to lead social change.
Heath provides them with frameworks and advice to help them launch their movement of baby boomers leading social endeavors with experience.
Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. 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 Heath designed a course, now a popular elective at Stanford, which 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.
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