See leading business author Chip Heath at Tucson Festival of Books.

Why do we remember some Superbowl commercials, and others fall flat?

How can we improve communication in our work and family life?

Why do we decide X instead of Y?

How do we overcome irrational biases when making decisions?

Learn the answers when Pima County welcomes Stanford Graduate School of Business Professor Chip Heath to the Tucson Festival of Books. Heath co-authored a new book with his brother Dan Heath, “Decisive: How to Make Better Choices in Life and Work.”  His special presentation, co-sponsored by the County and Diamond Ventures, will take place Sunday, March 10, 2013, at 11:30 a.m., in the University of Arizona’s Modern Languages Auditorium, Room 350.

“Decisive” introduces a four-step process to overcome natural biases and irrational thinking to make better decisions about work and life. It includes tips for managing organizations from the boardroom to the family room. “Heath will provide examples from the private sector and public sector that demonstrate successful communication of ideas, organizational behavior and change, negotiation, and strategic planning,” says County Administrator Chuck Huckelberry.

“These are all relevant to implementing our region’s current strategies to promote economic growth.”

Tucson Festival of Books participants can purchase “Decisive” before its official publication date of March 26, 2013.

Heath’s research examines why certain ideas—ranging from legends to folk medicinal cures, from Chicken Soup for the Soul stories to business strategy myths—survive and prosper in the social marketplace of ideas.  These “naturally sticky” ideas spread without external help in the form of marketing dollars, public relations, or the attention of leaders.

The author’s research has appeared in the Journal of Organizational Behavior, Quarterly Journal of Economics, Journal of Consumer Behavior, and Strategic Management Journal. Popular accounts of Heath’s research have appeared in Scientific American, the Financial Times, The Washington Post, and Vanity Fair.

Chip and Dan Heath are also co-authors of “Switch” and “Made to Stick,” books offering advice to business leaders and marketing mavens on making change attractive within organizations and to customers.