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 thatâ€™s built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestsellerÂ Made to Stick. Psychologists have discovered that our minds are ruled by two different systemsâ€”the rational mind and the emotional mindâ€”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 effortâ€”but if it is overcome, change can come quickly.InÂ Switch, the Heaths show how everyday peopleâ€”employees and managers, parents and nursesâ€”have united both minds and, as a result, achieved dramatic results:Â Â â—ŹÂ Â Â Â Â The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangering patients.â—ŹÂ Â Â Â Â The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping.â—ŹÂ Â Â Â Â The manager who transformed a lackadaisical customer-support team into service zealots by removing a standard tool of customer serviceÂ Â Â Â Â Â Â 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. SwitchÂ 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.From the Hardcover edition.