Made to Stick: Why Some Ideas Survive and Others Die is a book by brothers Chip and Dan Heath published by Random House on January 2, 2007.

The Heaths employed a style similar to Gladwell's by including a number of stories and case studies followed by general principles.

Each letter refers to a characteristic that can help make an idea "sticky": Chip Heath is a professor of organizational behavior at Graduate School of Business at Stanford University.

[2] Writing in The Guardian, William Leith described it as a "smart, lively book" that is "fun to read" and will give readers "an insight into the power of bad ideas" as well as better ones.

[4] Writing in BookPages, Eliza McGraw wrote, "How do we make people care about our ideas?, the Heaths ask.