- Professor of Organizational Behavior, Graduate School of Business
- (650) 736-1754
Professor Heath’s research focuses on two general areas: What makes ideas succeed in the social marketplace of ideas, and how can people design messages to make them stick? How do individuals, groups, and organizations make important decisions and what mistakes do they make? His research examines why certain ideas – ranging from urban legends to folk medical cures, from “Chicken Soup for the Soul” stories to business strategy myths – survive and prosper in the social marketplace of ideas. He designed a course that asked whether it would be possible to use the principles of naturally sticky ideas to design messages that would be more effective. The material from that course, How to Make Ideas Stick, has been taught to hundreds of students including managers, teachers, nonprofit leaders, doctors, journalists, venture capitalists, product designers and film producers. He is the coauthor (along with his brother, Dan) of a book titled Made to Stick: Why Some Ideas Survive and Others Die (2007).