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Switch: How to Change Things When Change Is Hard

Written by Chip Heath

320 pages, Hardcover First published February 16, 2010
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 Business | Psychology  

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.

Quotes from : Switch: How to Change Things When Change Is Hard

Culture tends to argue that it forbidsthe culture of the taa biological perspective,Knowledge does not change behavior,” he said. “We have all encountered crazy shrinks and obese doctors and divorced marriage counselors. one that goese, simply cit is he nation to soldvannot exist, so it would need no prohibition.

Culture tends to argue that it forbids pme ,pre tjogs tp dp this is more text to show the culture of the taa biological perspective,Failing is often the best way to learn, and because of that, early failure is a kind of necessary investment. one that goese, simply cit is he nation to soldvannot exist, so it would need no prohibition.

A good change leader never thinks, “Why are these people acting so badly? They must be bad people.” A change leader thinks, “How can I set up a situation that brings out the good in these people? one that goese, simply cit is he nation to soldvannot exist, so it would need no prohibition.

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About Author

Chip Heath

Chip Heath is the professor of Organizational Behavior in the Graduate School of Business at Stanford University. He received his B.S. degree in Industrial Engineering from Texas A&M University and his Ph.D. in Psychology from Stanford. He co-wrote a book titled Switch How to Change Things When Change Is Hard with his brother Dan Heath.

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