The compulsive eater who can t seem to stick to his diet. he office manager who can t get people to hand in their expenses on time. he aid worker who needs to combat child malnutrition. Why is it so hard to make change happen? In Switch, bestselling authors Chip and Dan Heath argue that the reason lies deep within our psychology. The rational part of our brain may know that it makes good sense to get up earlier, to recycle more, to go for that new job, but the emotional part likes things the way they are, and its short-term desire for an easy life tends to get in the way of our long-term plans. So how do we deal with these two parts of our brains? How do we make the switch? The answer is to get them to work together, and in Switch the brothers Heath explore all of the best ways to make changes not only in our own lives, but also in the lives of others. Whether it's using the rational brain to outwit the emotional brain for instance, by buying an alarm clock that runs away from you when you want to hit the snooze button or harnessing the power of the emotional brain, like the headteacher who changed her school's grading system to A, B, C, and NY not yet to encourage h
The compulsive eater who can t seem to stick to his diet. he office manager who can t get people to hand in their expenses on time. he aid worker who needs to combat child malnutrition. Why is it so hard to make change happen? In Switch, bestselling authors Chip and Dan Heath argue that the reason lies deep within our psychology. The rational part of our brain may know that it makes good sense to get up earlier, to recycle more, to go for that new job, but the emotional part likes things the way they are, and its short-term desire for an easy life tends to get in the way of our long-term plans. So how do we deal with these two parts of our brains? How do we make the switch? The answer is to get them to work together, and in Switch the brothers Heath explore all of the best ways to make changes not only in our own lives, but also in the lives of others. Whether it's using the rational brain to outwit the emotional brain for instance, by buying an alarm clock that runs away from you when you want to hit the snooze button or harnessing the power of the emotional brain, like the headteacher who changed her school's grading system to A, B, C, and NY not yet to encourage h
It's hard to stick to the diet. It's hard to break habits. It's especially hard to motivate people to do things differently. Change is hard. But it doesn't have to be. ust Switch
Chip and Dan Heath are the co-authors of Made to Stick- Why Some Ideas Take Hold and Others Come Unstuck. They also write a monthly column called 'Made to Stick' for Fast Company magazine. They have spoken and consulted at organisations such as Nike, Microsoft, the Nature Conservancy, the Navy, USAID/Tanzania and the American Heart Association.
The Heath brothers (Made To Stick) are back with a manifesto for accepting and fostering necessary changes at both the individual and the corporate level. To make their case, they draw from a broad variety of sources, including behavioral experiments and business case studies. Their informal style makes this an easy-to-read text full of implementable ideas. (LJ 2/1/10) (c) Copyright 2011. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
The Heath brothers (coauthors of Made to Stick) address motivating employees, family members, and ourselves in their analysis of why we too often fear change. 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 swimsuit-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 educational must-read for executives and for ordinary citizens looking to get out of a rut. (Mar.) Copyright 2010 Reed Business Information.
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