American professor at Stanford Graduate School of Business who wrote Made to Stick, Switch, Decisive, and The Power of Moments with his brother Dan Heath — translating academic research on cognition, decision-making, and persuasion into practical frameworks for business.
Created the most actionable popular frameworks for decision quality and communication — Made to Stick's SUCCESs model (Simple Unexpected Concrete Credible Emotional Stories) and Decisive's WRAP process (Widen your options, Reality-test your assumptions, Attain distance before deciding, Prepare to be wrong) are among the most widely used practical frameworks in business.
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