{"product_id":"switch-how-to-change-things-when-change-is-hard-9780385528757","title":"Switch: How to Change Things When Change Is Hard","description":"\u003cb\u003eWhy is it so hard to make lasting changes in our companies, in our communities, and in our own lives?\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eThe primary obstacle is a conflict that's built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller \u003ci\u003eMade to Stick\u003c\/i\u003e. 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. \u003cp\u003e\u003c\/p\u003eIn \u003ci\u003eSwitch\u003c\/i\u003e, the Heaths show how everyday people - employees and managers, parents and nurses - have united both minds and, as a result, achieved dramatic results: \u003cp\u003e\u003c\/p\u003e- The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangering patients\u003cbr\u003e- The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping \u003cbr\u003e- The manager who transformed a lackadaisical customer-support team into service zealots by \u003ci\u003eremoving\u003c\/i\u003e a standard tool of customer service \u003cp\u003e\u003c\/p\u003eIn 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. \u003ci\u003eSwitch \u003c\/i\u003eshows 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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eCHIP HEATH\u003c\/b\u003e is a professor at the Graduate School of Business at Stanford University. He lives in Los Gatos, California. \u003cb\u003eDAN HEATH\u003c\/b\u003e is a senior fellow at Duke University's Center for the Advancement of Social Entrepreneurship (CASE). He lives in Raleigh, North Carolina. The Heath brothers are the bestselling authors of \u003ci\u003eMade to Stick\u003c\/i\u003e and \u003ci\u003eSwitch\u003c\/i\u003e. They write a regular column in \u003ci\u003eFast Company \u003c\/i\u003emagazine, and have appeared on \u003ci\u003eToday\u003c\/i\u003e, NPR's \u003ci\u003eMorning Edition\u003c\/i\u003e, MSNBC, CNBC, and have been featured in \u003ci\u003eTime\u003c\/i\u003e, \u003ci\u003ePeople \u003c\/i\u003eand \u003ci\u003eUS News and World Report\u003c\/i\u003e.\u003cbr\u003e","brand":"Crown Currency","offers":[{"title":"Default Title","offer_id":50579471139090,"sku":"9780385528757","price":23.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_9c818f18-21ca-4820-8b0e-d7f31ab842b0.jpg?v=1732003698","url":"https:\/\/surprise-castle.myshopify.com\/products\/switch-how-to-change-things-when-change-is-hard-9780385528757","provider":"Surprise Castle","version":"1.0","type":"link"}