Switch

Why is it so hard to make lasting changes in our work, in our communities, and in our own lives? Per Chip and Dan Heath, the primary obstacle is a conict thatrs"s hardwired into our minds. Psychologists have discovered that we are ruled by two competing thought patterns-the rational and the emotional. The rational mind wants the perfect beach body; the emotional wants that Oreo cookie. The rational mind wants to change something at work; the emotional loves the comfort of the existing routine. This tension can doom an effort to change-but if it is overcome, change can come quickly. Engaging and informative,Switchdemonstrates how everyday people have united both systems of thought and, as a result, achieved dramatic results.

Chip Heath es el profesor de Comportamiento Organizacional “Thrive Foundation for the Youth” en la escuela de negocios de la Universidad de Standford. Dan Heath es un senior fellow en el Centro para la promoción del empresariado social (CASE, por sus siglas en inglés) de la Universidad de Duke. Juntos, son los autores del bestseller nacional Made to Stick: Why Some Ideas Survive and Others Die. Escriben una columna regular en la revista Fast Company, y han aparecido en Today, Morning Edition de NPR, MSNBC y CNBC, así como en las revistas Time, People y US News and World Report.

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