<b>Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives?</b><br><br> The primary obstacle is a conflict that&rsquo;s built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller&#160;<i>Made to Stick</i>. Psychologists have discovered that our minds are ruled by two different systems&mdash;the rational mind and the emotional mind&mdash;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&mdash;but if it is overcome, change can come quickly.<br><br>In&#160;<i>Switch,</i> the Heaths show how everyday people&mdash;employees and managers, parents and nurses&mdash;have united both minds and, as a result, achieved dramatic results:&#160;&#160;<br><br>&#9679;&#160;&#160;&#160;&#160; &#160;The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangering patients.<br><br>&#9679;&#160;&#160;&#160;&#160; &#160;The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping.<br><br>&#9679;&#160;&#160;&#160;&#160; &#160;The manager who transformed a lackadaisical customer-support team into service zealots by <i>removing</i> a standard tool of customer service<br>&#160;&#160; &#160; &#160; &#160; &#160; &#160;<br>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. <i>Switch&#160;</i>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.