Switch: How to Change Things When Change Is Hard – Pdf download


Author(s): Chip HeathDownload  

Publish: Published February 16th 2010 by Currency

ISBN: ISBN 0385528752 (ISBN13: 9780385528757)


Why is change so difficult and frightening? How do you create change when you have few resources and no title or authority to back you up? Chip and Dan Heath, the best-selling authors of Made to Stick, are back with a ground-breaking book that addresses one of the greatest challenges of our personal and professional lives — how to change things when change is hard.

In their follow-up book to the critically acclaimed international bestseller Made to Stick, Chip and Dan Heath talk about how difficult change is in our companies, our careers, and our lives, why change is so hard, and how we can overcome our resistance and make change happen. The Heaths liken the human mind to two distinct entities — the animal mind, or what psychologist Jonathan Haidt calls the elephant, and the logical brain, which Haidt describes as the rider. The elephant is instinctive; it acts on emotion. It likes gorging on Oreos and sleeping in. And it loves routines — doing things the same old way, every day.

The rider is the planner and thinker. The rider obsesses about the future. He or she wants to stop eating junk food and stop hitting the snooze button. But it’s hard, because when the rider and elephant disagree on where to go, the rider usually loses. And that describes the essential tension between our primitive emotional brain and our high intellect, and helps to explain why changing how we behave is so difficult. The secret to making a switch is understanding this odd couple relationship. Direct the Rider. Motivate the Elephant. Shape the Path.

Throughout Switch, Chip and Dan Heath illustrate and explain situations in which sweeping change was adopted, from a university researcher who ended the cycle of child abuse in a group of families, to an entrepreneur who turned his skeptical employees into customer service zealots and saved his company.

In the tradition of Made to Stick, Blink, and Outliers, Switch is filled with engaging and entertaining stories of how companies and individuals have brought about and sustained significant change. An indispensable guide to making change happen, it is certain to become a classic.

Some Reviews: 35,317 ratings 2,455 reviews in Goodreads.com

Gail M

Gail M rated it     
Good examples, good tools I want to use, interesting things to think about. Cultivating the ability to look at things differently, understanding the dynamics behind what works and doesn’t in motivating oneself or others. Handy synopsis at the end.

Marc rated it      
I really liked it, and I don’t care if it is written simply and populist–that is the point. It contains good, illuminating stories, and clear ideas, as you would expect from the “Made to Stick” guys. 

The advice on how to turn good intentions into lasting change is compelling.


Sam rated it     
Although much of the advice the Heath brothers give seems somewhat simple, it’s smart advice–backed up with evidence and real world stories–that those us working to make change need to remember. A quick read and worth the time. I also recommend their previous book Made to Stick.
Leslie Latham

Leslie Latham rated it     
I read this with a group of other ministers and lay people and really enjoyed it. There are hard learnings, but the brothers’ metaphor of “Direct the Rider, Motivate the Elephant, Shape the Path” offers a lot of wisdom if you’re brave enough to buck tradition and try.
Robert Wechsler

Robert Wechsler rated it      
This is a life changer of a book, and I don’t say that often. I wrote seven long blog posts applying the Heaths’ ideas to government ethics, the area in which I work. The ideas can be applied to most aspects of life.


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