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HOME > Books > Switch How To Change Things When Change Is Hard

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Categories  Business | Health Release Date  16th Feb 2010 Author  Chip Heath 7.6

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It is apparent that it is difficult to make definitive changes in companies, communities and in our own lives. This book suggests that the fault lies in a conflict that occurs in our brains. Our minds are ruled by two main systems: the rational mind and the emotional mind. These two compete for control. A good example is: the rational mind wants to go to the gym, the emotional mind wants a cheese burger. It's then clear that the emotional mind loves the comfort of a existing behaviour. The book brings together research in psychology, sociology and other fields.

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