Dan Heath, co-author of a new book exploring why good ideas stick, came to speak at Noyes Lab Auditorium on Monday. "Charismatic" and "intelligent" would only begin to describe Heath's lecture on the importance of ideas, which he calls "the great equalizers". After spending years gathering information on trends in the world of great ideas, Dan and his brother Chip published a book entitled "Made to Stick".

According to the website: "Inside, the brothers Heath reveal the anatomy of ideas that 'stick' and explain sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating 'curiosity gaps.'"