With his brother Chip, Dan Heath is the best selling author of Switch: How to Change Things When Change Is Hard and Made to Stick: Why Some Ideas Survive and Others Die. Their most recent book, Decisive: How to Make Better Choices in Life and Work, offers a fresh perspective on making decisions. Heath is also a Senior Fellow at Duke University's CASE center, which supports social entrepreneurs.
Take a company like GM. For years, people were warning its execs that the company was too dependent on big SUVs and trucks, that it was falling behind other companies in innovation. A lack of knowledge wasn't the problem. And mothers and fathers everywhere try to warn their kids that maybe a giant tattoo isn't such a good idea. Good luck in that fight, Knowledge.»