자료유형  

 양서단행본

ISBN  

9781847940315

언어부호  

본문언어 - eng

DDC  

303.4-22

청구기호  

303.4 H437s

저자명  

Heath, Chip.

서명/저자  

Switch : how to change things when change is hard / by Chip Heath ; Dan Heath

발행사항  

London : Random House Business Books, 2010

형태사항  

305 p ; 22cm

서지주기  

Includes bibliographical references : p. [267]-292

기타저자  

Heath, Dan , 1973-

가격  

\15000

Control Number  

bwcl:73785

책소개  

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 thatsuccessful 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.