tailieunhanh - Switch: How to Change Things When Change Is Hard (2010)

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. | SWITCH TO CVfcNOt TVÌNGS WUTM tvtwct IS UJPD CRITICAL ACCLAIM FOR MADE TO STICK For anyone with good ideas who wants to capture an audience. Time Anyone interested in influencing others to buy. to vole to learn to diet to give to charity or to start a revolution can leant from this book. Washington Post A savvy analysis of the reasons some ideas find traction and others fade away. Use the Heaths tricks to pump up your own volume even if it s just w ith the kids. People If nobody listens when you re trying to share important information this book is for you. Psychology Today The book s I utility is what separates Made to Stick from the books it s indebted to The Tipping Point and Freakononiics. . Unlike its forebears. it goes old-school. It emerges as a how-to book very nearly a self-help book whether for organizations or individuals just like thousands before it. only far better. Christian Science Monitor 25 Months on the BusinessWeek Bestsellers List 1 Business Book the Globe and Mail Newspaper 2007 2 Business Book s Editors 2007 Translated into more than two dozen languages from Arabic to Korean to Swedish . BUSINESS ECONOMICS 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