Synopsis of Switch How To Change Things When Change Is Hard

"We All Know That Change Is Hard. It???S Unsettling, It???S Time-Consuming, And All Too Often We Give Up At The First Sign Of A Setback. But Why Do We Insist On Seeing The Obstacles Rather Than The Goal? This Is The Question That Bestselling Authors Chip And Dan Heath Tackle In Their Compelling And Insightful New Book. They Argue That We Need Only Understand How Our Minds Function In Order To Unlock Shortcuts To Switches In Behaviour. Illustrating Their Ideas With Scientific Studies And Remarkable Real-Life Turnarounds ??? From The Secrets Of Successful Marriage Counselling To The Pile Of Gloves That Transformed One Company???S Finances ??? The Brothers Heath Prove That Deceptively Simple Methods Can Yield Truly Extraordinary Results." About The Author Chip Heath Is A Professor Of Organizational Behavior In The Graduate School Of Business At Stanford University. His Research Examines Why Certain Ideas - Ranging From Urban Legends To Folk Medical Cures, From Chicken Soup For The Soul Stories To Business Strategy Myths - Survive And Prosper In The Social Marketplace Of Ideas. His Research Has Appeared In A Variety Of Academic Journals, And Popular Accounts Of His Research Have Appeared In Scientific American, The Financial Times, The Washington Post, Businessweek, Psychology Today, And Vanity Fair. He Lives In Los Gatos, California. 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, Writing 10 Cases On Entrepreneurship.