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 thats built into our brains, say Chip and
Dan Heath, authors of the critically acclaimed best seller 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 practice that was endangering patients.

The home-organizing guru who developed a simple technique for overcoming the
dread of housekeeping.

The manager who transformed a lackadaisical customer-support team into service
zealots by removing a standard tool of customer service

In a compelling, story-driven narrative, the Heaths bring together decades of
counterintuitive research in psychology, sociology, and other fields to shed
new light on how we can effect transformative change. Switch shows that
successful changes follow a pattern, a pattern you can use to make the changes
that matter to you, whether your interest is in changing the world or changing
your waistline.

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