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"Change is hard." "People hate change." Those were two of the most common quotes we heard when we began to study change.
But it occurred to us that if people hate change, they have a funny way of showing it. Every iPhone sold serves as counter-evidence. So does every text message sent, every corporate merger finalized, every aluminum can recycled. And we haven’t even mentioned the biggest changes: Getting married. Having kids. (If people hate change, then having a kid is an awfully dumb decision.)
It puzzled us--why do some huge changes, like marriage, come joyously, while some trivial changes, like submitting an expense report on time, meet fierce resistance?
We found the answer in the research of some brilliant psychologists who’d discovered that people have two separate “systems” in their brains—a rational system and an emotional system. The rational system is a thoughtful, logical planner. The emotional system is, well, emotional—and impulsive and instinctual.
When these two systems are in alignment, change can come quickly and easily (as when a dreamy-eyed couple gets married). When they’re not, change can be grueling (as anyone who has struggled with a diet can attest).
In those situations where change is hard, is it possible to align the two systems? Is it possible to overcome our internal "schizophrenia" about change? We believe it is.
In our research, we studied people trying to make difficult changes: People fighting to lose weight and keep it off. Managers trying to overhaul an entrenched bureaucracy. Activists combatting seemingly intractable problems such as child malnutrition. They succeeded--and, to our surprise, we found striking similarities in the strategies they used. They seemed to share a similar game plan. We wanted, in Switch, to make that game plan available to everyone, in hopes that we could show people how to make the hard changes in life a little bit easier. --Chip and Dan Heath
(Photo © Amy Surdacki)
This book has really helped me think through some positive, concrete ways to make change happen.
What I like about "Switch" is how the Heath brothers framed their book into three elements: The Rider, The Elephant, and The Path.
This is a very clever book - well written and easy to understand with lots of examples of the suggestions being put into practice.
Very helpful for anyone in sales or advertising. Great for helping anyone promoting anything. Well researched and fascinating.Published 3 hours ago by DB
There's not a huge amount to say about this book, but that's not a bad thing. It says it all as concisely as possible at the end, and elaborates it in each chapter. Read morePublished 1 day ago by I. Nevas
Very intuitive, practical and immediately applicable treatise on a highly relevant topic. I like how they work in cutting edge research and provide the teaching points in palatable... Read morePublished 3 days ago by David L. Ryon
Enjoyed the book and it's concepts.Gives you a different view as to who needs to change if you want to make life a success.Published 5 days ago by Amazon Customer
Recommended by my counselor, it has already helped me change some of my own ways of doing things. Just understanding the rider, the elephant, and shaping the path make all the... Read morePublished 5 days ago by Linda
The book covers very nicely how to drive change and uses similar approach to behavioral psychology on setting the right situation to achieve the result. Read morePublished 7 days ago by IsInPrague
The example are great. Not just for help in dealing with change in organizations only but also in your personal lives as well.Published 8 days ago by Hunter Stoltz
This book is a summarization of the various theories of change management, be it in a business, government or NGO. Read morePublished 10 days ago by Harish Nair