Switch: How to Change Things When Change Is Hard Dan Heath and Chip Heath Random House Canada February 16, 2010 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 (see page 242) - The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping (see page 130) - The manager who transformed a lackadaisical customer-support team into service zealots by removing a standard tool of customer service (see page 199) 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. From the Hardcover edition. About the Author Chip Heath is the Thrive Foundation for Youth Professor of Organizational Behaviour at Stanford University's Graduate School of Business. Dan Heath is a consultant to the Aspen Institute. Together, they are the authors of the national bestseller Made to Stick: Why Some Ideas Survive and Others Die. They write a regular column in Fast Company magazine, and have appeared on Today, NPR's Morning Edition, MSNBC, CNBC, and have been featured in Time, People and US News and World Report.From the Hardcover edition. About Iceberg The Iceberg Reader revolutionizes the reading experience, making it easier than ever to browse, buy and enjoy books. Features - Attractive interface provides a natural reading experience with full pagination. - Table of Contents incorporates one click navigation. - Vertical and horizontal page orientation. - Adjust font size with a pinch, text reflows automatically. - Search the text within a book. - Create margin notes with user notation. About Random House of Canada Random House of Canada Limited is the Canadian division of Random House, Inc. Our Canadian publishing program is home to such best-selling and award-winning Canadian and international authors as Christie Blatchford, Senator Romeo Dallaire, Camilla Gibb, John Irving, Vincent Lam, Lori Lansens, Yann Martel, Audrey Niffeneger, David Adams Richards and Alexander McCall Smith. Random House, Inc. is the world's largest publisher of general interest hardcover, paperback and audio adult and children's fiction and nonfiction books, and is the book publishing division of Bertelsmann AG, one of the world's foremost media companies. About Scrollmotion ScrollMotion, creator of the Iceberg Reader, is a content technology company based in New York City. For more information, visit www.scrollmotion.com. Support If you have any technical problems please email us at icebergsupport@scrollmotion.com before you post a review.
