Dan Heath

Author and researcher who, with his brother Chip Heath, wrote Made To Stick (2007) and Switch (2010). Made to Stick argues that ideas spread when they are Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven (SUCCESs), and names the central obstacle: the Curse of Knowledge — once you know something, it’s nearly impossible to imagine not knowing it, which makes expert communication persistently hard.

Kyle read Made to Stick in 2016 and described walking away with “a new take on how to communicate any idea that I have, regardless of the context.”

Where this appears

• Made To Stick