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Made to Stick (Chapter...
 
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Chip Heath
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Made to Stick (Chapter 5: Emotional): Why Some Ideas Survive and Others Die

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Learn the secrets to unlimited wealth and eternal life (Not really, but we piqued your interest, didn't we?) Don't just convince people to think about your idea, get them to feel it too. Create empathy. Examples include the Mother Teresa principle (if I look at the one, I will act), beating smoking with the Truth, and schlocky but masterful mail-order ads.
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Published February 11th 2008 by Random House
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Chip Heath is the professor of Organizational Behavior in the Graduate School of Business at Stanford University.
He received his B.S. degree in Industrial Engineering from Texas A&M University and his Ph.D. in Psychology from Stanford.

He co-wrote a book titled Switch How to Change Things When Change Is Hard with his brother Dan Heath.
More about Chip Heath...

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