Switch: How to Change Things When Change Is Hard [ SWITCH: HOW TO CHANGE THINGS WHEN CHANGE IS HARD ] by Heath, Chip (Author) Feb-16-2010 [ Hardcover ]

Psychologists have discovered that our minds are ruled by two different systems - the rational mind and the emotional mind - that compete for control. This tension can doom a change effort - but if it is overcome, change can come quickly. In Switch, the Heaths show how everyday people have united both minds and, as a result, achieved dramatic results.