SWITCH

In Switch professors Chip and Dan Heath offer groundbreaking insight into one of the greatest challenges of professional life—how to change things when change is hard.

Based on decades of counterintuitive research and combining psychology, sociology, management, and case studies from a host of different fields, the authors employ countless stories of people and organizations successfully creating significant change to demonstrate why change is difficult, how it follows a distinct pattern, and what one can do with limited resources and authority.

Praise for Switch:

"Change is not inherently frightening, but our ability to alter our habits can be complicated by the disjunction between our rational and irrational minds: the self that wants to be swim-suit season ready and the self that acquiesces to another slice of cake anyway. The trick is to find the balance between our powerful drives and our reason. The authors' lessons are backed up by anecdotes that deal with such things as new methods used to reform abusive parents, the revitalization of a dying South Dakota town, and the rebranding of megastore Target. Through these lively examples, the Heaths speak energetically and encouragingly on how to modify our behaviors and businesses. This clever discussion is an entertaining and education must-read for executives and for ordinary citizens looking to get out of a rut." —Publishers Weekly