Center for Social Innovation

Published: February 12, 2007 Download  37 minutes, 17.2mb, recorded 2006-09-09

When it comes to social enterprise, what's the secret to getting an idea that sticks? In this audio lecture, Chip Heath, Stanford Graduate School of Business professor, analyzes the characteristics of lasting ideas and demonstrates how concrete, credible, and emotional concepts have a more profound impact. Speaking to an audience of social innovators over 60, gathered by Civic Venture and the Center for Social Innovation, for the Innovation Summit held at Stanford University in 2006, Heath provides frameworks and advice to help individuals launch their social enterprises.

Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. 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. A few years back Heath designed a course, now a popular elective at Stanford, which 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.

Resources

• Research papers from Chip Heath
• Innovation Summit event blog
• Civic Venture Purpose Prize: Five $100,000 prices awarded to exceptional people over 60 who are using their experience and creativity to transform the United States.
• Today Show: Coauthors of Made to Stick, Chip Heath and his brother, Dan, are guests on the Today Show discussing their book in an interview wih co-host Meredith Viera. Today Show, NBC, Wednesday, Jan. 3, 2007 (5 minutes; requires RealPlayer to view)
• Social Enterprise 2.0, a Stanford Social Innovaton Review article (requires subscription)
• Rediscovering Social Innovation, a Stanford Social Innovaton Review article