Switch: How to Change Things When Change Is Hard

Chip Health is a professor at Stanford University's Graduate School of Business. He currently resides in Los Gatos, California. Dan Health is a senior fellow at the Center for the Advancement of Social Entrepreneurship at Duke University (CASE). He currently resides in Raleigh, North Carolina. Made to Stick and Switch are best-selling books by the Heath brothers. They have a regular column in Fast Company magazine, as well as appearances on Today, NPR's Morning Edition, MSNBC, CNBC, and in Time, People, and US News and World Report.

Why is it so difficult to make long-term improvements in our businesses, communities, and personal lives? According to Chip and Dan Heath, authors of the highly acclaimed bestseller Made to Stick, the major impediment is a built-in conflict in our brains. Psychologists have discovered that our thoughts are dominated by two distinct systems that struggle for control: the rational mind and the emotional mind. The rational mind desires a fantastic beach body, while the emotional mind want that Oreo cookie. The intellectual mind wants to change something at work, while the emotional mind enjoys the familiarity of the routine. This conflict can derail a change endeavor, but if resolved, change can happen swiftly.

The Heaths explain in Switch how ordinary people—employees and managers, parents and nurses—have unified both perspectives and achieved spectacular results:

• The humble medical interns who overcame an entrenched, decades-old medical practice that was endangering patients.
• The home-organizing guru who devised a simple technique for overcoming the dread of housekeeping.
• The manager who transformed a slacker customer-service team into service zealots by removing a standard customer-service tool.

The Heaths weave together decades of surprising research in psychology, sociology, and other subjects in an engaging, story-driven narrative to provide new insight on how we might influence dramatic change. Switch demonstrates that effective changes follow a pattern, a pattern you can apply to achieve the changes that are important to you, whether you want to change the world or your waistline.

Author: Chip Heath and Dan Heath

Link to buy: https://www.amazon.com/gp/aw/d/0385528752/

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Best Sellers Rank: #5,659 in Books

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