Switch: How to Change Things When Change Is Hard


<p class="null1">Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives?

The primary obstacle is a conflict that’s built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick. Psychologists have discovered that our minds are ruled by two different systems—the rational mind and the emotional mind—that compete for control. The rational mind wants a great beach body; the emotional mind wants that Oreo cookie. The rational mind wants to change something at work; the emotional mind loves the comfort of the existing routine. This tension can doom a change effort—but if it is overcome, change can come quickly.

In Switch, the Heaths show how everyday people—employees and managers, parents and nurses—have united both minds and, as a result, achieved dramatic results:  

      The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangering patients.

      The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping.

      The manager who transformed a lackadaisical customer-support team into service zealots by removing a standard tool of customer service
            
In a compelling, story-driven narrative, the Heaths bring together decades of counterintuitive research in psychology, sociology, and other fields to shed new light on how we can effect transformative change. Switch shows that successful changes follow a pattern, a pattern you can use to make the changes that matter to you, whether your interest is in changing the world or changing your waistline.

Author(s): Dan Heath  

ISBN 10: 0385528752
ISBN 13: 9780385528757
Pages: 305
Format: Hardcover
Publication: February 2010
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This books is in the following lists (5)

 Top 20 Nonprofit Marketing & Social Media Books - List by Top Nonprofits™
 Popular in Business Books
 Business Best Seller Books
 Entrepreneurship Books by Dan Heath and Chip Heath
 Books on Entrepreneurship by Best Selling Authors

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You hear something a lot about change: People won't change because they're too lazy. Well, I'm here to stick up for the lazy people. In fact, I want to argue...


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Other books by Dan Heath

1. Made to Stick: Why Some Ideas Survive and Others Die Compact Disc (January 2007)
2. SWITCH: Como cambiar las cosas cuando cambiar es dificil / How to Change Things When Change Is Hard Paperback (4/5/2011)
3. The Myth of the Garage And Other Minor Surprises (11/8/2011)

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