Quotes from Chip Heath

Until you can ladder your way down from a change idea to a specific behavior, you're not ready to lead a switch.

One of IDEO's designers even sketched out a "project mood chart" that predicts how people will feel at different phases of a project. It's a U-shaped curve with a peak of positive emotion, labeled "hope," at the beginning, and a second peak of positive emotion, labeled "confidence," at the end. In between the two peaks is a negative emotional valley labeled "insight.

The most basic way to make people care is to form an association between something they don't yet care about and something they do care about. We

There's nine times more to gain by elevating positive customers than by eliminating negative ones.

A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.