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Crafting a message that sticks: An interview with Chip Heath

• Leaders must communicate increasingly complex messages to increasingly fragmented audiences that include not only investors and employees but also broader social groups. Designing and communicating messages that such disparate audiences can understand—and act on—has never been more important.
• Chip Heath, a professor at the Stanford Graduate School of Business who has long investigated why some communications succeed while others fail, explains how executives can make their ideas “stick” with multifaceted audiences.