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Switch
How to Change Things When Change Is Hard
Written by Chip Heath and Dan Heath

Switch
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Category: Business & Economics - Decision-Making & Problem Solving; Business & Economics - Leadership; Business & Economics - Development & Growth
Imprint: Crown Business
Format: Hardcover
Pub Date: February 2010
Price: $26.00
Can. Price: $
ISBN: 978-0-385-52875-7 (0-385-52875-2)
Pages: 320
Also available as an unabridged audio CD, unabridged audiobook download, eBook, eBook and a trade paperback.



 
Chip and Dan Heath, the bestselling authors of Made to Stick, are back with a groundbreaking book that addresses one of the greatest challenges of our personal and professional lives--how to change things when change is hard.

In Switch, Chip and Dan Heath have written a thoroughly engaging narrative about the difficulty in bringing about genuine, lasting change--in ourselves and in others--especially when we have few resources and no title or authority. First, the authors show why change is so difficult for us, likening the mind to an Elephant--the emotional and instinct part of the brain--and a Rider--the thinking and planning part. The Elephant loves to gorge on Oreos, and sleep in. And it loves routines, doing things the same old way, every day. The Rider obsesses about the future. He or she wants to stop eating junk food and hitting the snooze button--but it's hard, because when the Rider and Elephant disagree, it's not hard to guess which one wins the argument. The secret to creating change--to making a switch--is in understanding this odd-couple relationship, as well as the role of the environment in smoothing the path or the way.

Combining psychology, sociology, management, and case studies from a host of different fields, the authors tell countless stories of people and organizations successfully creating significant change, from the graduate who transformed the diets and nutrition of poor families in rural Vietnam--using what the authors call finding the Bright Spots--to breaking bigger goals down into more manageable steps--what the authors call Small Steps.

Told in a compelling narrative reminiscent of Blink and Outliers, Switch opens the door on why change is so difficult--from losing those ten or twenty pounds to instituting cultural change at the organizational level--and what strategies and ideas are most successful in helping us to manage the Elephant and the Rider. It is a read you can't put down that will change your life.

“The authors of Switch, crediting Haidt as a major influence, focus on how to motivate the huge, powerful Elephant (getting the emotions on board) while simultaneously provide direction to the seemingly-in-control but tiny Rider (so he won’t become overwhelmed or lead the Elephant in circles)….Throughout, the authors are present in the clear and coherent narrative, interlacing discussion and examples, integrating research from sociology, psychology, and other relevant fields…. Working with advisees, how often do we try to inform the Rider when we might do better first to address the Elephant?  To support students (and ourselves) in the process of change, we need to appeal to both Elephant and Rider and also, as the authors express it, tweak the environment.  Even one such image of cascading M&Ms, reverberating in the mind of an advisor, is likely to inspire fresh thinking, and Switch is full of such encouragements.  Recommendations with practical relevance for advising include, among others, focusing on the bright spots, avoiding archeology, preloading decisions, using action triggers, creating destination postcards, scripting early moves, celebrating progress (no matter how small), shrinking the change, and enhancing accountability.  The book includes detailed notes for each chapter with research references as well as suggestions for additional reading.”
--National Academic Advising Association (NACADA)

Table of Contents
Three Surprises About Change
Direct the Rider
Find the Bright Spots
Script the Critical Moves
Point to the Destination
Motivate the Elephant
Find the Feeling
Shrink the Change
Grow Your People
Shape the Path
Tweak the Environment
Build Habits
Rally the Herd
Keep the Switch Going
How to Make a Switch
Overcoming Obstacles
Next Steps
Recommendations for Additional Reading
Notes
Acknowledgements
Index
Visit the authors' websites at: www.madetostick.com or www.madetostick.com/blog/



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 Senior Fellow at the Center for the Advancement of Social Entrepreneurship (CASE) at Duke University. 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.





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