{"product_id":"switch-how-to-change-things-when-change-is-hard-hardcover","title":"Switch: How to Change Things When Change Is Hard - Hardcover","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eChip Heath\u003c\/b\u003e (Author), \u003cb\u003eDan Heath\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWhy is it so hard to make lasting changes in our companies, in our communities, and in our own lives?\u003c\/b\u003e \u003c\/p\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.\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\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.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 320\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.2 x 8.3 x 5.9 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e February 16, 2010\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":51964704751917,"sku":"9780385528757","price":30.59,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0938\/3185\/6429\/files\/switch-how-to-change-things-when-change-is-hard-hardcover-2170945.webp?v=1775475383","url":"https:\/\/ishookbooks.com\/products\/switch-how-to-change-things-when-change-is-hard-hardcover","provider":"iShook Books","version":"1.0","type":"link"}