In 1980, a woman promised her dying sister to change how Americans thought about breast cancer. Thirty years later, the result - the Susan G. Komen for the Cure Foundation - is one of the nation's largest non-profits, and one of the most successful triumphs in public health marketing and changing health habits.

It's easy to forget, given her scandal-tinged life and tragic death, how incredibly talented Whitney Houston was. She holds the world record as the most-awarded female act of all time, with over 415 major recognitions during her career. She is the only artist to chart seven consecutive number one songs.

When marketers influence habits, they influence peoples' self-identity. And so when a group or company does something that doesn't correspond to our core values, it feels like a betrayal.

Charles Duhigg Quotes