Switch: How To Change Things When Change Is Hard

Published in 2010 by Chip Heath and Dan Heath

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 is 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 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.

Gen Welsh

About The Author

The Air Force was born from innovation. In these fiscally challenging times, we must continue that spirit of innovation to remain the best in the world. Switch helps us understand the barriers to change and how to break through them.

Chip Heath

About The Authors

Chip Heath is a professor of Organizational Behavior in the Graduate School of Business at Stanford University. His research has appeared in a variety of academic journals, and accounts of his research have appeared in Scientific American, The Financial Times, The Washington Post, and BusinessWeek.

Dan Heath

About The Authors

Dan Heath is a consultant at Duke Corporate Education, one of the world’s top providers of executive education. Prior to joining Duke, he was a researcher at Harvard Business School.