Ebook: Switch

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 ourbrains, 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--therational 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; theemotional 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 Heathsshow how everyday people--employees and managers, parents and nurses--have united both minds and, as a result, achieved dramaticresults: ● The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangeringpatients. ● The home-organizing guru who developed a simple technique for overcoming the dread ofhousekeeping. ● The manager who transformed a lackadaisical customer-support team into service zealots by "removing" astandard tool of customer service In a compelling, story-driven narrative, the Heaths bring together decades of counterintuitiveresearch 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 tomake the changes that matter to you, whether your interest is in changing the world or changing your waistline. "From the Hardcover edition."