DAN HEATH is a senior fellow at Duke University's Center for the Advancement of Social Entrepreneurship (CASE). He lives in Raleigh, North Carolina. CHIP HEATH is a professor at the Graduate School of Business at Stanford University. He lives in Los Gatos, California. They are the bestselling authors of Made to Stick and Switch.
Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives?
The primary obstacle is a conflict that's built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick....[SEE MORE]