[Switch-How.To.Change.Things.When.Change.Is.Hard].(美)Chip.Heath&ampamp;amp;Dan.Heath.pdf

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1、CHIPHEATHTHEBESTSELLINGAUTHORS$26.00Whyisitsohardtomakelastingchangesinourcompanies,inourcommunities,andinourownlives?Theprimaryobstacleisaconflictthat'sbuiltintoourbrains,sayChipandDanHeath,authorsofthecriticallyacclaimedbestsellerMadetoStick.Psychologistshavediscoveredthatourmindsareruledb

2、ytwodifferentsystems-therationalmindandtheemotionalmind-thatcompeteforcontrol.Therationalmindwantsagreatbeachbody;theemotionalmindwantsthatOreocookie.Therationalmindwantstochangesomethingatwork;theemotionalmindlovesthecomfortoftheexistingroutine.Thistensioncandoomachangeeffort-butifitisoverc

3、ome,changecancomequickly.InSwitch,theHeathsshowhoweverydaypeople---employeesandmanagers,parentsandnurses-haveunitedbothmindsand,asaresult,achieveddramaticresults:•Thelowlymedicalinternswhomanagedtodefeatanentrenched,decades-oldmedicalpracticethatwasendangeringpatients(seepage242)•Thehome-org

4、anizingguruwhodevelopedasimpletechniqueforovercomingthedreadofhousekeeping(seepage130)•Themanagerwhotransformedalackadaisicalcustomer-supportteamintoservicezealotsbyremovingastandardtoolofcustomerservice(seepage199)Inacompelling,story-drivennarrative,theHeathsbringtogetherdecadesofcounterint

5、uitiveresearchinpsychology,sociology,andotherfieldstoshednewlightonhowwecan(continul!donbackflap)(continu.dfromfrontj/Ap)effecttransformativechange.Switchshowsthatsuccessfulchangesfollowapattern,apatternyoucanusetomakethechangesthatmattertoyou,whetheryourinterestisinchangingtheworldorchangin

6、gyourwaistline.CHIPHEATHisaprofessorattheGraduateSchoolofBusinessatStanfordUniversity.HelivesinLosGatos,California.DANHEATHisaseniorfellowatDukeUniversity'sCenterfortheAdvancementofSocialEntrepreneurship(CASE).Previously,hewasaresearcherandcasewriteratHarvardBusinessSchool,aswellasthecofound

7、erofacollegetextbookpublishingfirmcalledThinkwell.DanlivesinRaleigh,NorthCarolina.TheHeathbrotherswriteamonthlycolumnforFastCompanymagazine.www.heathbrothers.comAlsoavailableasaneBookandonaudiofromRandomHouseJackeldesign:w.G.COOKMANJacketphOiograph