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Also by Chip Heath:

Switch, February 2010
Hardcover
Made to Stick, January 2007
Hardcover

Also by Dan Heath:

Switch, February 2010
Hardcover
Made to Stick, January 2007
Hardcover

SWITCH
By: Chip Heath, Dan Heath

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...

Media Buzz

CBS Sunday Morning - April 25, 2010