According to Chip and Dan Heath you are both.  The authors of Made To Stick have written a new book called Switch.  I received an advance copy of the book by offering a couple of website configuration tips via email.

I read Made To Stick and found the book to be very helpful.  I have tried to incorporate the simple “success” process advocated by that book into my presentations where possible.  I liked the book so much I’ve been following the authors via their blog.  I recently noticed that they moved to a new website address with a new blog.  In my day job I as a search optimization consultant I help companies make their websites stickier.    In looking at the new website I noticed a couple of really simple changes the authors could implement that would make their site stickier.

I sent an email to Dan Heath mentioning the two configuration changes he could make that would make his blog better.  A couple of emails later and brothersheath.com had more readable URLs and a way to organize content around their SUCCCES(s) model.  I normally get paid for this kind of work but in this case I thought I’d implement a bit of advice found in Six Pixels of Separation and provided the assistance for free.  As a thank you Dan sent me the advance copy of Switch.

So far I have only read the first chapter and I have not been disappointed.  Once again the authors have written a book that presents ideas in a straightforward easy to digest manner.  I had a little trouble putting the book down so that I could write this post.  I’m guessing I’ll be finished it by this time next week.