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One of his friends, a marketing professor at Stanford, said, “Think about this from a marketing perspective. We can change behavior in a short television ad. We don’t do it with information. We do it with identity: ‘If I buy a BMW, I’m going to be this kind of person.

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Chip Heath Quote: “One of his friends, a marketing professor at Stanford, said, “Think about this from a marketing perspective. We can change behavior in a short television ad. We don’t do it with information. We do it with identity: ‘If I buy a BMW, I’m going to be this kind of person.”

“One of his friends, a marketing professor at Stanford, said, “Think about this from a marketing perspective. We can change behavior in a short television ad. We don’t do it with information. We do it with identity: ‘If I buy a BMW, I’m going to be this kind of person.”

Chip Heath

Chip Heath Quote: “One of his friends, a marketing professor at Stanford, said, “Think about this from a marketing perspective. We can change behavior in a short television ad. We don’t do it with information. We do it with identity: ‘If I buy a BMW, I’m going to be this kind of person.”
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