{"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\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Currency\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/16\/2010\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780385528757\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 305\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.10lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.30h x 5.90w x 1.20d\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003eReview Citations: \u003c\/strong\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e 01\/04\/2010 pg. 40\u003cbr\u003e\u003ci\u003eLibrary Journal\u003c\/i\u003e 02\/01\/2010 pg. 77\u003cbr\u003e","brand":"Chip Heath, Dan Heath","offers":[{"title":"Default Title","offer_id":36636814377116,"sku":"9780385528757","price":27.2,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_8b091d4e-b1d3-410c-96db-9f626737a4cd.jpg?v=1603843032","url":"https:\/\/pastforward.org\/products\/switch-how-to-change-things-when-change-is-hard-9780385528757","provider":"Past Forward","version":"1.0","type":"link"}