Made to Stick: Why some ideas take hold and others come unstuck

by Chip Heath

So how do you fix it? Should both parties learn greater empathy for the other and, in essence, meet in the middle? Actually, no. The solution is for the engineers to change their behavior. Why? As Bechky notes, the physical machine was the most effective and relevant domain of communication. Everyone understands the machines fluently. Therefore problems should be solved at the level of the machine.