We’re getting better, but we still need to learn how best to market the product Earth. Chip Heath and his brother Dan have written Made to Stick: Why Some Ideas Survive and Others Die, a book that surveys the whole spectrum of ideas that successfully lodged themselves in the collective imagination, from Kennedy’s Moon Mission to Bill McKibben’s notion of "Cradle to Cradle" Architecture, and finds out what made them stick: "We talk in these abstract ways that mean things to people inside the movement, but that don’t necessarily mean things to outsiders." LISTEN (11 min)