Crafting a Message that Sticks: An Interview with Chip Heath

Chip Heath and Dan Heath are the best-selling authors of "Made to Stick: Why Some Ideas Survive and Others Die". The brothers are frequent contributors to Fast Company Magazine on winners and losers in the marketing landscape.

clipped from www.mckinseyquarterly.com Leaders must communicate increasingly complex messages to increasingly fragmented audiences that include not only investors and employees but also broader social groups. Designing and communicating messages that such disparate audiences can understand—and act on—has never been more important. Chip Heath, a professor at the Stanford Graduate School of Business who has long investigated why some communications succeed while others fail, explains how executives can make their ideas “stick” with multifaceted audiences.