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

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Categories   Release Date  16th Feb 2010 Author  Chip Heath 7.6

Review

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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