Keynote Address

Made to Stick:
Why Some Ideas Survive and Others Die

Dan Heath

Dan reveals the anatomy of ideas that "stick" and explains sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating "curiosity gaps." Based on the book Dan co-authored with his brother Chip, this presentation is a tour of idea success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; and the elementary school teacher's simulation that actually prevented prejudice. Dan will show us the principles of successful ideas at work, and how we can apply these rules to making our own messages "stick."