Switch http://www.fishpond.com.au/Books/Switch-Chip-Heath-Dan-Heath/9780385528757?outprint=1&isbn=0385528752

How to Change Things When Change Is Hard

By Chip Heath, Dan Heath

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About the Author

Chip Heath is the Thrive Foundation for Youth Professor of Organizational Behaviour at Stanford University's Graduate School of Business. Dan Heath is a Senior Fellow at the Center for the Advancement of Social Entrepreneurship (CASE) at Duke University. Together, they are the authors of the national bestseller Made to Stick: Why Some Ideas Survive and Others Die. They write a regular column in "Fast Company "magazine, and have appeared on "Today," NPR's "Morning Edition," MSNBC, CNBC, and have been featured in "Time," "People "and "US News and World Report."

Reviews

In this follow-up to Made To Stick (2007), also available from Books on Tape and Random Audio and read by actor Charles Kahlenberg, the Heath brothers (heathbrothers.-com) present a useful discussion of how to appeal to both the rational and emotional aspects of the human psyche in order to effect change successfully. Kahlenberg's deep-voiced, film trailer-like reading solidly supports this fresh and sensible material that is filled with numerous practical examples of how various business leaders as well as everyday folks have managed to impact change in their lives. For erudite listeners interested in change theory and for students of business and psychology. [Audio clip available through library.-booksontape.com.-Ed.]-Dale Farris, Groves, TX Copyright 2010 Reed Business Information.

"Witty and instructive...The Heath brothers think that the sciences of human behavior can provide us with tools for making changes in our lives--tools that are more effective than 'willpower, ' 'leadership' and other easier-said-than-done solutions. ...For any effort at change to succeed, the Heaths argue, you have to 'shape the path.' With "Switch" they have shaped a path that leads in a most promising direction."
"--The Wall Street Journal"
"'Your brain is not of one mind, '" say the brothers Heath, co-authors of the bestseller "Made to Stick." Using the terminology of University of Virginia psychologist Jonathan Haidt, the Heaths designate the emotional side of the mind as the Elephant and the rational side as the Rider..."Switch" is crammed with stories...covering a number of fields to drive home the importance of using the strengths of both the Rider and the Elephant to make change happen. This could be a valuable read for the would-be change-makers of the Obama administration."
"--Fort Worth Star-Telegram
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"Whether you're a manager, a parent or a civic leader, getting people to change can be tricky business. In "Switch," brothers Chip and Dan Heath--authors of the best-selling "Made to Stick"--survey efforts to shape human behavior in search of what works...Even when change isn't easy, it's often worth making."
"--Time
""Dan and Chip Heath have done it again...Any leader looking to create change in his organization need not look beyond this little book. It is packed with examples and hands-on tools that will get you moving right away. And it is really a fun read."
--BusinessWeek.com
"No one likes change. Trouble is, of course, that everyone probably needs at least some of it. Here, the authors of the bestselling "Made to Stick" return with a book that looks at all aspects of change in human lives, from dieting to spending, from corporations to governments...a readable, entertaining and thought-provoking book. "
--Smar