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Abstract: 

This article urges the application to social work of the principles enumerated by Chip and Dan Heath in their bestselling business book Made to Stick: Why Some Ideas Survive and Others Die (Random House, 2008), focusing on the “sweetheart swindle”, a memorable example of which is described at length. The author argues that if there are techniques for encouraging people to remember new ideas and make changes in their lives, social workers should learn them. The article also integrates the principles that the Heaths expound in their follow-up book Switch: How to Change Things When Change Is Hard (Broadway Books, 2010).

Keywords: Chip and Dan Heath; Made to Stick; sweetheart swindle; SUCCESs (Simple Unexpected Concrete Credentialed Emotional Story) framework; Switch, How to Change

Affiliations:  1: FORGE .