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Broadway Books
February 2010
On Sale: February 16, 2010
305 pages ISBN: 0385528752 EAN: 9780385528757 Hardcover
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Non-Fiction
Why is it so hard to make lasting changes in our
companies, in our communities, and in our own
lives?
The primary obstacle is a conflict that's
built into our brains, say Chip and Dan Heath, authors of
the critically acclaimed bestseller Made to Stick.
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.
In Switch,
the Heaths show how everyday people--employees and managers,
parents and nurses--have united both minds and, as a result,
achieved dramatic results:
?The lowly medical
interns who managed to defeat an entrenched, decades-old
medical...
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