Why is it is so difficult to change? Whether it is our personal lives, our organizations, or our communities, real and lasting change is difficult. According to Chip and Dan Heath, the primary obstacle is a conflict that’s built into our brains. In their new book, Switch, they explain this conflict and, more importantly, how to overcome it to create the outcomes you want.
You might remember the Heath brothers from their bestselling book, Made to Stick. I have personally read it through three times. It is must reading for professional communicators and presenters—or anyone who wants their message to be memorable.
In their newest book, the Heaths outline the psychology of change. They begin by explaining that our brain is comprised of two systems: the rationale and the emotional. Building on the work of psychologist Jonathan Haidt and his book, The Happiness Hypothesis, they employ the metaphor of a Rider on an Elephant. The Rider represents the rationale side of our brain; the Elephant represents the emotional side. When these two systems are in alignment, change comes rapidly and easily. When they are not, change is slow and difficult.
After the first chapter which describes the challenges of change, the book is divided into three sections, expressed as three action-steps necessary to effect change:
- Direct the Rider
- Find the Bright Spots
- Script the Critical Moves
- Point to the Destination
- Motivate the Elephant
- Find the Feeling
- Shrink the Change
- Grow the People
- Shape the Path
- Tweak the Environment
- Build Habits
- Rally the Herd
- Keep the Change Going
The authors use numerous, real-world examples to illustrate their concepts. I found these fascinating—and memorable. I also liked the “Clinics” they sprinkled throughout the book as “sidebars.” These provided hypothetical situations that give me a chance to apply what I had learned.
I have already begun to use many of the Switch principles in my own life and in my company. It is amazing how simple and effective they are. The book was an easy read and one that I will be going back to again and again. I have now added it to my list of top ten business books.
Just to prove how valuable I think this book is, I am recommending it to you despite the fact that it was not published by Thomas Nelson. It was published by Broadway Business, an imprint of Random House. They have graciously made 50 copies of Switch available to my readers.
To get a chance at snagging one, you must take the following three actions:
- Leave a comment below. Tell me why you want this book. Be creative. I really do read these comments and base my decisions on them.
- Fill out the special form. I have set up a separate contact form to make it convenient for you to provide your mailing address. Please do not put your shipping address in your comment. This will automatically disqualify you.
- Twitter a link to this post. You can do so automatically by clicking here. (Feel free to modify the actual text.) If you don’t have a Twitter account, you can use Facebook.
On Friday, March 19, 2010, I will select 50 people, based solely on my arbitrary and subjective evaluation of their comments. If you are one of those selected, Lindsey Nobles on my team will notify you via email. If you don’t hear from her, you can assume you didn’t make the cut.
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I would very much like to read Switch because our company could really benefit from the idea of change right now. We are so busy "doing more with less" that we often lose sight of changes we could make in order to benefit our group overall. Instead, we keep doing what we have been doing. And, our group is in the process of adding people/resources when really what we may need instead is simply…change.
I would love to read this book! As a church planter in New England, my goal is to not just start new churches, but by doing so to revitalize neighboring churches. Many of the churches in my area have become stale and have ceased to share the gospel boldly. I live in the town where Mary Baker Eddy found "the healing power of Christ". She launched a false religion that spread all over the world. Imagine what the Truth can do in a place like this! I've already found "Made to Stick" to be extremely helpful in my preaching and leading and I see a lot of ways in which this new book can also help me as I start churches in New England. Thanks for the opportunity!
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I ride an unruly elephant. Both need training, and the Heath Bros. have the stuff. I will definitely read the book if I get it
I work for a church. I am a lay leader in a church. I’d like to give this book to my pastors to read. The church is not what it used to be, because it did not change as needed. Many things should remain constant (the truth in our salvation, for one…) some things must change, like how we get people into mission. The outline from the book looks like a good place to start.
-bs
Well I have been accused of having an over the top emotional system. Probably comes from the European heritage. I am looking to find the balance with rational system the Heath boys talk about in this new book.
My goal was to read as many books as I could this year. I've already started to become Indispensable with Seth Godin's book Linchpin. Now, I want to learn how and why we dislike change so much. This would be the ultimate momentum shift for me. I study your blog faithfully and admire how you run a business. I only want to be mentored and read what truly successful people read and do. If I could learn why most people dislike change, then maybe I can understand some things about my business. Jim Rohn said that change is going to happen and its just the way it is, and that we should not subscribe to that class! So I'm eager to read how this book will enhance my life even more. Looking forward to it, and I'm ready and eager to take in the knowledge!
Michael, sounds like another wonderful book. My ministry involves hugging a lot of porcupines and training others to do the same. I love helping to bring wounded people to maturity. That, of course, requires a lot of change. I'm sure this book would be helpful. And I'll blog it so others can benefit.
My recent post The Law of Entropy
I'D LIKE TO READ THIS BOOK as upon your recomendation I purchused 'Made to Stick' and found it profoundly helpful in my communication as a pastor. I'd appreciate the brothers' thoughts on implementing and leading change as well. No doubt this next book would be of equal benefit. I'D LIKE A FREE COPY OF THIS BOOK BECAUSE I'm an M.Div student as well as a pastor and my book budget at the moment is being spent on 'required' readings. Swith unfortunatly isn't required reading for Corinthians, Trinity or Contemporay Theological Issues. Thanks for considering sending me one.
I would love to gain a copy of your new book. I am struggling with change, and need some big encouragement for the direction God wants me to go. I think this book may have some keys answers for me.
As the old adage states, the only constant is change. And yet I find it one of the most difficult things to concretely/actively implement in both my professional and personal life. It is entirely too easy to leave things the way they are, to continue doing them (whatever they may be) the same old way. If these authors have something valuable to say on the subject, I need to hear it. Plus…my wife thanks you for the prompting.
Mr. Hyatt, change really is the elephant in the room. Unfortunately too often he is left in the room and the rider never really attempts to jump on for a challenging adventure. Likewise- change is often something that is seen as a necessity, but actually addressing the elephant (emotional attachment) and getting the rider (practicality and rationale) on the same page are so hard. I can honestly say that in my ministry, business ventures, and personal life that critical emotions often identify areas in which change is needed, unfortunately fleshing out a practical plan to put those emotions into action rather than thoughts seems to keep my elephant locked up in the room. I would really appreciate your help at unlocking the door and letting my elephant find greener pastures.
once we get set in our ways good or bad, so many times it is hard to switch and change directions before it's already too late
The title caught my eye because change has been on my mind a lot lately because of having 8 month old twins at home, so there is a lot of changing: changing of diapers, their clothes, my clothes, changing of sleep habits. I also serve as pastor of a church in an extremely depressed town that is in the process of making change but seems to keep wanting to sit down part way down the path. As a community leader, I also serve on several non-profit boards to include our local hospital which is going through many changes and any wisdom in helping all of these organizations to not only change but to thrive would be helpful. I do promise to read the book, in between all the changes.
Truthfully, I really want to know what all the fuss is about. There are a few people talking about it and I have not read any of their books.
Hello Michael:
I would love to have a copy of Chip Heath’s and Dan Heath’s book Switch because I desperately want to change certain aspects of my life. Although I have made some positive personal changes during the past few years, I have failed often at others. At the same time, if I can make more positive changes in my life, I can try to help other people do the same. I will read Switch many times over the course of my life and I will tell other people about it.
Thanks for making this offer to your readers!
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"Question: Why do you want a copy of this book? If I give you a copy, do you promise to read it?"
YES! I've been wanting to read both "Switch" and "Made to Stick" by the Heath brothers for quite some time now. I'm in the midst of a whole lot of changes both professionally and personally and have heard really good things about both books. I was excited when I saw your blog post about this recent book. Thank you so much for all you do within the publishing world!
The hardest thing is to be yourself in a world that is trying to make you someone else.So to reason out, I need to stick being me no matter what happens around me.But change is inevitable.And like tide and time, it waits for no man.So how do I exist in a variable world yet have the clarity to remain constant.Do I modify my circumstances to fit the change or modify myself to adapt to the change.What if I am too distracted to be a rider or too cruel to be an elephant.Don't I still have the right to read a book that can dilute my confusion about change.
Another fantastic offer, Michael, and another great review. The job that takes up most of my time is teaching and this is all about change. The challenge is not giving people the information they need to know, it is actually to get them to act on it. Whether it's kids or adults, overcoming the elephant attitudes of that's not important, I don't want to know, my way is better etc., is where the struggle is. Finding better ways to link the Rider and the Elephant can only help me do my job better, and the most important thing is that I can teach these principles to the generations coming through the education system.
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We have a book club here at the office and read MADE TO STICK awhile back – loved it! Also love the brothers column in Fast Company. Would love to snag a copy of SWITCH – minored in psychology and love new insights into why we do the things we do – and perhaps to encourage my co-workers that this would be our next book? :o)
There once was a woman named Joy,
who shouted with glee, "Oh, boy!
A free book from Hyatt
would be my de-li-ate!
My entry with hope I'll deploy."
This book sounds as though it would be very beneficial not only to me personally but also to pastors, interns and others whom I am privileged to regularly encourage. All of us are effecting change in our lives and ministries. Yes, I promise to read the book and can't wait! Thank you.
I have been a fan of the Heath brothers ever since their previous book, Made to Stick, so I was thrilled to hear Dan Heath speak on Swith in San Diego, CA, last week. I was tremendouly impressed not only with the book concept but also with the insightful way it is presented thorugh the power of stories. Having worked in academe for several years, I truly appreciate that two academics and researchers can articulate profound ideas in such a practical way with humor and humility. (It was great getting a free book (courtesy of Ashford University) and a year subscription to Fast Company).
Truly, anyone who wants to change or affect change needs to read Switch. Every influencer needs to have a copy and share it with his/her circle of influence.
For the past 20 years I have lived + worked in the USA, my cheetah and I were in great sync – as a result of which we gleamed success – I have returned to South Africa and to my horror my cheetah has morphed into an elephant – yet I continue to treat and think of it as a cheetah – I'm going nowhere fast!
I am in the process of leading change in our community and our local congregation. I am young and lack significant experience. I believe that this book would benefit me, our church and our community.
I have reached the point where I know that a change is needed in my outlook towards life and towards some of the habits that keep holding me back. It is not like I have not tried but I somehow feel like a thermostat I keep coming back to where I was earlier. I have tried various methods but nothing seems to work. Perhaps this book might have some key in assisting me to move beyond this constant sticky point. I promise to read it on its receipt.
Hi Michael,
This book is interesting to me because I am a status quo kind of guy. My wife would say that I am Earth in the Wind, Fire Water, Earth way of looking at personalities. I get comfortable, put down roots and then I don't want to change. Change is hard! However, life involves change and often change is necessary.
One of the best things that I can do for myself personally is stretch myself beyond my comfort zone. This book sounds like it would push me, stretch me and most likely grow me in way that would be of benefit to my work life and home life. Thanks for offering it.
So – I promise to read the book if chosen! I read all the time on the train to/from the office and in the evenings.
As a member of a large (and still growing) church, I have the unique privilege to implement and walk my church's leadership team through the process of changing the way we handle our finances. While I have had the opportunity to lead change in the business world, this is an opportunity to have a lasting impact on the work God is doing through our ministry. I am constantly on the lookout for new resources I can use to improve myself and my leadership abilities. This book will have that general impact, I am certain, and will be very useful to me in the immediate opportunities I have. Plus, by not needing to buy the book, I can save money that I can then spend on leadership books your company publishes. Big smile.
lets see..for the past fifteen years I have made a pretty good living doing what I do.. and yet..this past year has been the hardest year ever. I just finished a peanut butter sandwhich bought with supplies from the 99 cent store. No idea where my next paycheck is coming from.. waiting for them to turn off my power…and..Im alone..If anyone could use a switch…I would be one.. I cant promise I wont test it the book for nutritional value though. If ya cant send me the book. If not the book send good thoughts… or.. cash via paypal… ;-) Yes. I will read it..lots of free time.
My husband and I own three businesses between the two of us and they are all intertwined. Due to unforeseen circumstances we find ourselves having to reinvent two of the three. What I have read about this book is exactly the conversations we have been having about what we need to do and we are not exactly sure how to do it (although our conversations weren't quite so entertaining). It would mean a lot to me to have this book and finally get my hands on a tool that will provide some insight into our next steps. Thanks!
I have held two basic beliefs on change. One is you have to want to change, simplistic but true. Two, we don't change because of fear of the unknown and comfort with the familar no matter how awful it is. To illustrate:
1) I smoked for 35 years, a destructive addition physically, mentally and spirtually. Despite many "cures" I was not successful in quitting until I truly wanted to quit.
2) How many times have we seen the tragedy of people not leaving abusive relationships?
I would love to see how these thoughts compare/contrast to the Heath Brothers beliefs.
Hi Mike! I'm looking forward to hearing from you at Catalyst West next month! I loved "Made to Stick" by the Heath brothers and I'd love a copy of this book as I lead a college ministry in Portland, Oregon area.
I am in the midst of change. Or rather I believe I am on the cusp of change. I'm almost finished w/ Donald Miller's recent book A Million Miles in a Thousand Years and it is rocking my perspective on life and how my own isn't yet a story worth reading let alone telling.
Not that my story isn't busy w/ activity. I get up at 3:00am to workout, come home to shower, get the kids up and ready for school and make their lunches, catch the bus by 6:15, work from 7:30 to 5:00, am home by 6:30 for dinner with the family, getting the kids to bed, doing a few household chores, and then it's MBA homework and a few minutes with my wife before finally going to bed around 10 or 11pm. That's right, I survive on about 4-5 hrs of sleep a night while working full time, being a husband, father of 2 and taking MBA classes.
I'm ready for change, I'm ready for something more, I'm ready to start telling a story worth hearing. I know where I want to go, but need a few more tools to get there.
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I am in the midst of change. Or rather I believe I am on the cusp of change. I'm almost finished w/ Donald Miller's recent book A Million Miles in a Thousand Years and it is rocking my perspective on life and how my own isn't yet a story worth reading let alone telling.
Not that my story isn't busy w/ activity. I get up at 3:00am to workout, come home to shower, get the kids up and ready for school and make their lunches, catch the bus by 6:15, work from 7:30 to 5:00, am home by 6:30 for dinner with the family, getting the kids to bed, doing a few household chores, and then it's MBA homework and a few minutes with my wife before finally going to bed around 10 or 11pm. That's right, I survive on about 4-5 hrs of sleep a night while working full time, being a husband, father of 2 and taking MBA classes.
I'm ready for change, I'm ready for something more, I'm ready to start telling a story worth hearing. I know where I want to go, but need a few more tools to get there.
My recent post A Perfect Weekend
Made to Stick, followed by Switch. Interesting. First the brothers teach us how to make our message as close as duct tape. Now we are going to learn the psychology behind when it's a good idea to rip off the tape and change direction. I wonder if it is actual change we seek or just the right to preserve our options to change. Are we happier when we change, even make an improvement? Happiness research doesn't lean toward change as a measurement for improved happiness, does it? Does the book assume change is always the right answer? Don't know the answers, but I promise I'll read it and report back.
I guess my challenge is going to now be… "Make the Changes from Switch Stick"… I love the Heaths' writing style and content, it has enriched what I do tremendously… now I'm very excited to learn what they have to say about change… One of the necessary elements if we are ever going to progress and grow. Thanks!
Why do you want a copy of this book?
After no sleep last night (while on vacation – that I'm not enjoying), I realized all the change in my life since July 09 is really affecting me. For the first time I feel overwhelmed by simple tasks. I resigned my position as marketing director, sold a beautiful home that my husband built, moved to a new area, put my son in a new school, started attending a new church, trying to start a business, balancing a tight budget to live on my husbands income. We bought a house that we thought was an easy fixer upper, and now know it is going to be a complete remodel, wire, plumbing, central air, drywall, windows, doors – writing this is stressing me…
I don't know if it is my age (44) that is making all this change so difficult, but I feel like I want to curl up and hide in a cave for the rest of life. I can't keep my focus, everyday is a challenge and most days I go to bed feeling defeated.
Maybe this book will help me process all that is taking place, while I seek out a new business support group and hopefully a few good friends.
I keep telling myself take small steps everyday – you only eat an elephant one bit at a time, but it doesn't seem to help.
If I give you a copy, do you promise to read it?
YES!
I would love to have a copy of this book as I will be administrating a preschool in South Korea come this Fall. It will be a new venture, and while I will be creating much of my own mess, I don't want to cultivate a rigid environment. Having reflected on my past leadership experiences, I have realized that I tend to setup a stiff structure, and then keep it that way, resulting in a cold, brittle base that will eventually crumble. I desire to create a structure with the necessary guidelines, yet maintaining a culture of "change as normal." Understanding that any organization must be organic to succeed!
I would love to read this book! And, yes, if you give me a copy I most definitely will. Plus, I will get our Leadership Team to purchase additional copies so we cando a group read and discuss it chapter by chapter. I need to read this book because of all the changes that have taken place in my life and the changes I foresee in the future! I was a senior pastor for over 35 yearsand now I am the Family Ministries Director at a church plant. That’s a lot of change and quite an adjustment. In addition, we are looking to add additional staff in my area of responsibility which will be another huge change. I could go on and on about the chanes in my life but reality is all of us face changes. As those changes come we must learn to adjust. I have begun reading every book, blog, tweet, etc. I can to help me in the areas of change I am facing.
I probably don't need this book. I'm actually writing a letter to Harry Potter and other magicians I know pleading for World Peace, the de-warming of the globe, and the end to popcorn husks getting stuck in my teeth. I figure one of them will answer before I can get my hands on this book, so … no sweat.
I've heard it said that change truly happens in an instant…there's a moment before and then the next moment…boom! Change!
The problem is the process of deciding to change (if we're driving). The other side is dealing with changes that are beyond out control.
I'm certainly very interested in Switch and have heard great reviews. Always appreciate your blog and book giveaways! Thanks again!
My recent post Your Idea is Worthless
Thanks for mentioning this book. It sounds really good. The emotion is a much greater part of what we end up doing or not doing than what we would like to believe. I currently need to make some major switches in my life, but have found it very hard. The switches make sense, I feel God's call, but I can NOT make myself go!! If my mind and emotion could just be on the same path, I would be able to make progress, but they fight each other. I would really enjoy this book and how it could move me forward
There once was a girl in Tennessee
Who dreamed of how life could be.
If she owned a copy of Switch
She would have what she wished,
Because change might come easily.
Or, at the very least, she would stop waking up at midnight with bad limericks in her head! Whether you like my limerick or not, Michael, I continue to appreciate your online interaction with people and am impressed with your giveaway of a book that wasn't a Thomas Nelson title. Thanks for continuing to share your insights in your blog and elsewhere. I'm afraid that's going to sound like if bad poetry doesn't work, maybe sucking up will…but I'm very sincere, just not fully awake. I may regret this in the morning. My usual rule is no posting anything I write after midnight without a thorough review in the morning.
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Thanks for this opportunity…..I am reading Linchpin by Seth Goden now…if I combine that knowledge with the Switch book from you…..I might could rule the world…..haha….thanks for this opportunity….
Tim
Change is a far off light at the end of a murky tunnel. Sometimes you just feel like you’re not moving somewhere on the dark end of that tunnel.
This book might not be a vehicle for change, but it might be a step…
I just read about this book on another blog and now I have the opportunity to leave a comment and perhaps receive a copy free. I love to read books that challenge me to move forward from the ruts that I am stuck in. We live in a world of constant change and I plan to read this book to learn how I can embrace change instead of resisting it.
Change and conflict are synonymous with each other and I am on a quest to get a better understanding of why it is so. I would like to get a copy of this book because I am currently going through change with my church. I am always looking for new and innovative ideas to help me along the process. I want the best information that is out there and with your personal stamp of approval I know it will be an educational asset to me.
I've lately been hypnotized by how important it is to understand that dealing with change rather than avoiding it is essential to, well, really any kind of success. I've whet my appetite with a thought on "moving the box" and recently presented it at Ignite Dallas (YouTube link here: http://www.youtube.com/watch?v=ZFmn-rfb-WE). But it's not enough.
Your review of Switch has me convinced it's necessary reading as my head is swimming with ideas of dealing and handling change. The fact that the Heath brothers wrote it is pretty convincing, too. Rest assured, I'll read it cover to cover, and if I don't get a freebie, I'll buy it anyway.
Thanks for the offer –
bd
@bdunc1
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Why do I want a copy of this book?
This is a must read for me. For personal growth and to help me in my business as well.
Learning about change and how to deal with it is one of the requirements in my business. I need to know about tools that help me better assist my clients, many of them small business and non-profits who have a hard time dealing with change. Change on the way they use technology to promote their businesses, market their services, increase effectiveness and remain competitive. For some of them this transition from traditional marketing to using new media is not just important but paramount for their survival.
I like that the book includes real life examples, it is very helpful to see the concepts applied.
Thank you for sharing the value of the book with your readers. I would love to receive this book and I promise to read it!
Hey Michael, thanks for the opportunity to get an excellent resource like this book Switch. My senior pastor @peterhorn also posted here which is pretty great. Our church @hcbcleander is an exciting place right now and we are always looking for excellent resources like this to help us grow. Additionally if you reward one of us with a book you are in essence giving away 51 books instead of 50 as we'll share the resource!
Thank for all you do.
HI,I WOULD CERTAINLY READ THIS BOOK WITH PATIENCE.
I'd like to have this book, because YOU recommend it!
Trust me, this is not flatter.
As a long as I progress in my business and personal life, I realize more and more the value of recommendations of people I value and I trust. And when I have to allocate my resources (and choosing a book to read is choosing how to allocate my "limited" time) I think that following trusted people's advice is a wise thing.
Other reasons (more on the subject of the book):
- I'm eager to APPLY the principles of the book in my company and my communities, and firstly in my personal life.
- I think the real-word examples can be a good source of illustrations for my sermons.
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