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　　The primary obstacle Is a confl:ct that s bUIlt into our

brains, ay 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 com-fort 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. In a compelling, story-driven

narrative, they bring together decades of counterintuitive research

in psychology, sociol-ogy, and other fields to shed new light on

howwe can effect transformative change, whether your interest is in

changing the world or your waistline.

1. Three Surprises About Change

DIRECT THE RIDER

　2. Find the Bright Spots

　3. Script the Critical Moves

　4. Point to the Destin ation

MOTIVATE THE ELEPHANT

　5. Find the Feeling

　6. Shrink the Change

　7. Grow Your People

SHAPE   THE   PATH

　8. Tweak the Environment

　9. Build Habits

　10. Rally the Herd

　11. Keep the Switch Going

How to Make a Switch

Overcoming Obstacles

Next Steps

Recommendations for Additional Reading

Notes

Acknowledgments

Index

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书籍介绍

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 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.

From the Hardcover edition.