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Switch: How to Change Things When Change Is Hard

Switch: How to Change Things When Change Is HardAuthors: Chip Heath, Dan Heath
Publisher: Crown Business
Category: Book

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Rating: 4.5 out of 5 stars 93 reviews
Sales Rank: 77

Media: Hardcover
Edition: 1
Pages: 320
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 8.3 x 5.8 x 1.6

ISBN: 0385528752
Dewey Decimal Number: 303.4
EAN: 9780385528757
ASIN: 0385528752

Publication Date: February 16, 2010
Availability: Usually ships in 1-2 business days

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   ISBN13: 9780385528757
   Condition: New
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Editorial Reviews:

Amazon.com Review
Chip Heath and Dan Heath on Switch: How to Change Things When Change Is Hard

"Change is hard." "People hate change." Those were two of the most common quotes we heard when we began to study change.

But it occurred to us that if people hate change, they have a funny way of showing it. Every iPhone sold serves as counter-evidence. So does every text message sent, every corporate merger finalized, every aluminum can recycled. And we haven’t even mentioned the biggest changes: Getting married. Having kids. (If people hate change, then having a kid is an awfully dumb decision.)

It puzzled us--why do some huge changes, like marriage, come joyously, while some trivial changes, like submitting an expense report on time, meet fierce resistance?

We found the answer in the research of some brilliant psychologists who’d discovered that people have two separate “systems” in their brains—a rational system and an emotional system. The rational system is a thoughtful, logical planner. The emotional system is, well, emotional—and impulsive and instinctual.

When these two systems are in alignment, change can come quickly and easily (as when a dreamy-eyed couple gets married). When they’re not, change can be grueling (as anyone who has struggled with a diet can attest).

In those situations where change is hard, is it possible to align the two systems? Is it possible to overcome our internal "schizophrenia" about change? We believe it is.

In our research, we studied people trying to make difficult changes: People fighting to lose weight and keep it off. Managers trying to overhaul an entrenched bureaucracy. Activists combatting seemingly intractable problems such as child malnutrition. They succeeded--and, to our surprise, we found striking similarities in the strategies they used. They seemed to share a similar game plan. We wanted, in Switch, to make that game plan available to everyone, in hopes that we could show people how to make the hard changes in life a little bit easier. --Chip and Dan Heath

(Photo © Amy Surdacki)




Product Description
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.



Customer Reviews:
Showing reviews 1-5 of 93
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4 out of 5 stars Switch Your Mind   July 25, 2010
GTO (Phoenix, AZ)
Creative, well referenced help, for anyone looking to make personal or corporate changes. Using an analogy of a rider steering an elephant down a path, the Heath brothers present a collections of alternative change beliefs, many of which are just the opposite of what we have been taught in self-help books and management courses. Full of great stories and entertaining asides, this book is a perfect way to get yourself off the dime and moving in the direction of change.


5 out of 5 stars Incredibly Powerful Concepts to "Encourage" Change   July 18, 2010
Phyllis Zimbler Miller (Los Angeles, CA USA)
The new book SWITCH by Chip Heath & Dan Heath (who also wrote MADE TO STICK) is full of fascinating case studies of how people used the concepts in this book to "encourage" change. These concepts are very clearly expressed and the case studies show how powerfully the concepts can work.

What's most important, the brothers demonstrate how "little" solutions can be used to help "large" problems. I loved all the book's information and have already begun to implement these concepts in my personal and professional life.
-- Phyllis Zimbler Miller, Miller Mosaic Power Marketing



5 out of 5 stars Switch review   July 18, 2010
Bob Curry
Excellent book -- simple way to break down complex issues and concerns as organizations go about changing -- ANYTHING


4 out of 5 stars Switching the terms on change management   July 17, 2010
Douglas Brown (Alexandria VA)
SWITCH differs radically from the vast majority of change management texts. It starts from the same initial premise: change is difficult to implement. Although it does not cite the old maxim, its sub-title could well be "people don't resist change, they resist being changed." It then takes off on a completely divergent path from that point forward. The book does provide a framework that it uses consistently, but it is not laden with steps and prescriptions, and in a way that is the whole point. Most texts focus on the need to get top-down commitment to the thing driving the change, and developing a very conscious rationale such as a powerful business case or perhaps a clear exposition of WIIFM (what's in it for me). The Heaths point out that the rational perspective is only half of the equation, and that the psyche has to be involved also if the intiative is ever going to develop its own momentum. And of course if process changes can eliminate the sense of "being changed" at all, thereby avoiding the whole problem, or prevent any possibility of backsliding, so much the better.

Some reviewers have observed that a number of the examples are relevant only in the context of highly-placed executives who can deploy major resources. My own observation was that the other examples were in fact the meat of the book. The conventional approach to organizational change pretty much says that you cannot be successful at introducing change unless you are, or have the unmitigated support of, such an executive. The strategy of appealing to "the elephant" - the Feeler side - is exactly what is needed if you are trying to effect change at your own level with nothing but influence to rely on.

Since I have only just read the book I can't warrant that the framework does work, but it does seem to explain a lot of the times when change initiatives have not worked; I can already see some ways to re-formulate approaches to things that our organization has tried without success to implement over a very long time. Trying something different can't hurt.



5 out of 5 stars Great book   July 12, 2010
Dr. J. Zercher (houston)
Switch is a great book -- one or two levels above the usual pop-psych, pop-business improvement books. The elephant/driver/pathway paradigm is very useful in helping rethink relationships from spouse to boss to clients (congregants, in my case).

You know what I really like about Switch -- it includes intellect, emotions and gut reactions in its analysis, and suggests simple solutions to huge problems. The examples are also very helpful.


Showing reviews 1-5 of 93
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Worthwhile Reading

Retirees Face Serious Longevity Risk
By Shelby Smith

Longevity risk: the risk of outliving your money...that is, the risk of running out of money before you do breath. This is the number one fear of most retirees...and for good reason. Retirement can last thirty years or longer, is the time of life when very expensive medical emergencies may strike or a sudden meltdown of the market could rob you of your financial resources. When you add in the uncertainties of the shrinking purchasing power of your fixed savings caused by inflation, rising property taxes, lower interest rates and your inability to work, it is easy to understand by Longevity Risk is top-of-mind for most retirees. Not much we can do about inflation and taxes except use our votes wisely to selecting honest, caring political representatives. Health can be controlled somewhat by eating right, exercising and not abusing our bodies by excessive smoking and drinking. Not much we can do about being excluded from the labor market nor can we control the economic cycles and interest rates. In fact about the only thing we can control for certain is how much risk we take with our retirement money.

If you have your retirement money in a risky place like the stock market and there is a meltdown, you'll probably suffer a significant loss with no way and no time to make it up. In fact, if you lose your retirement money because you gambled in the market and lost, there will be no second chance...you'll be dependent on the government, your children or a welfare organization. Not a pleasant thought and probably the main reason most retirees say living longer than their money is their number one fear. Unfortunately, far too many retirees have not taken steps to reduce their investment risks by heading for the safe places. Why is that?

First, you're bombarded with advertisement, advice and promises that encourage you to keep your money in the market. You're told that 'longer term' you'll do a lot better with stocks, bonds, mutual funds, diversified portfolios and other risky investments than if you keep your money in safe places like bank CDs, government bonds and fixed annuities. You're presented with slick graphs and charts showing that here's how much better you'll do with your money at risk. The entire brokerage industry is dependent upon you to put your money at risk in the market and they're working very hard to make sure you do. You can't read a newspaper personal advice column, watch the news or read any of the thousands of magazines or newsletter devoted to investing without being told you'll be much better off by placing your retirement money with Wall Street for safe keeping. You're never reminded of the market meltdown of 2000-2003 or the early 1970's nor are you reminded that currently Wall Street is awash in losses from their profligate activities. The incessant calls from your broker are about how now is the time to buy at bargain prices. What about the losses you already have? You're scared into believing that unless you put your money at risk you'll not make a reasonable return. In fact, you're told that if you keep your money super safe you'll realize your greatest fear of outliving your money. The truth is, you're a lot more likely to outlive your money by taking risks you can't afford than you are keeping it super safe and earning an interest rate that goes with safety. Remember that risk and reward are always traveling companions: if you have a chance to make a big return, it is certain that you are taking risks of loss. On the other hand, if you take zero risk of loss, your earnings will be positive and certain but not above market. So which do you prefer: the possibility of great growth but also the possibility of great losses OR absolute safety and a low but certain return? As Will Rogers once said, 'I'm more interested in the return of my money than the return on my money'. I think Mr. Rogers had it right when it comes to the average retiree.

The current state of the economy is less than reassuring: unemployment is rising, dollar is very weak and falling, oil is teetering near $100 barrel, housing market is totally depressed, sub-prime credit problems are spilling over into autos and credit cards, inflation is heading higher and there is widespread talk of recession. The Federal Reserve - the nation's guardian of monetary policy - is obviously scared stiff judging from the drastic moves they've made in recent weeks to rapidly force short-term interest rates into the basement. Most economists - including me - are skeptical that a nosedive of the economy can be avoided: recession is heading our way is what I see. Yet, you probably have most of your retirement assets in mutual funds [check your 401(k)], portfolios containing stocks and bonds and other risky investments. Have you forgotten what happened when the dot.com bubble burst? Have you thought about what you'd do if the market drops drastically? Do you realize you'll not have a second chance if you lose too much of your retirement money? What can you do?

One option is to look into locking in a guaranteed lifetime income you can't outlive. You see, there is insurance for longevity risk: insurance companies which are among the world's largest, strongest and oldest financial institutions are willing to guarantee you a lifetime income you can't outlive if you'll deposit with them some of your retirement money. They will take the risk associated with the markets, stocks losing value, real estate crashing and other unforeseeable developments that can erase your retirement money. You'll still be left with taxes, inflation, health issues and non-investment risks but you'll not be able to outlive your money. How can insurance companies make such guarantees? The same way they are able to insure your home, car, health, life, business and other valuables: the law of large numbers and spreading the risks. If you live too long and they lose money on guaranteeing you a lifetime income there is someone else in your cohort group that didn't live as long as they were expected. So, over time the numbers average out and the insurance company is able to manage the risk and make a profit. You, on the other hand, got protection from your most feared risk in retirement: outliving your money.

How do you find out more? Ask your financial advisor to talk to you about a guaranteed lifetime income secured by an insurance company. By the way, if your advisor starts talking about 'variable annuities' tell him or her that you want something without risk: mention a fixed annuity without downside risk and one that allows you to start, stop or store your guaranteed lifetime income. You don't have to give up control of your money to get a guaranteed lifetime income because in the past couple of years insurance companies have begun offering new products that specifically take care of longevity risk faced by retirees. These new plans allow you to change your mind if your circumstances change. Insist on flexibility and insist on no market risks. If you choose not to investigate this option but instead keep your retirement money exposed to the market, make sure you have a good answer for the following question: 'What will you do if the worse case becomes a reality?'

You've got once chance to get retirement right - check out the Retirement Pros website http://www.theretirementpros.com/ for free e-Reports, Calculators, Video Seminars, Safe Money Advisory newsletter and more.

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Retirement Facts

The number of active workers participating in an employment-based defined benefit (pension) plan has been steadily decreasing, while the number has been growing in 401(k)-type plans.

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