How do cells "know" exactly where to go to form an organ, entire person, etc.?

I've always been fascinated how a clump of cells can grow, divide, and eventually become an entire animal or person with various organs and substructures. But I never managed to figure out how those initial cells managed to form organs with a definite structure instead of a blob of fleshy goo. How could they form a multi-chambered heart or wrinkled, two-hemisphere brain, or a round eye?
 
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