Switch: How to Change Things When Change Is Hard

Switch: How to Change Things When Change Is Hard
Broadway Business | 2010-02-16 | ISBN: 0385528752 | 320 pages | PDF | 3 MB

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 thatΓÇÖs 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 systemsΓÇöthe rational mind and the emotional mindΓÇöthat 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 effortΓÇöbut if it is overcome, change can come quickly.