Switch: How to Change Things When Change Is Hard

Abstract

Switch: to Change Things When Change is Hard Chip Heath and Dan Heath Crown Business, 2010 320 pages, Hardcover, $26.00In this book the Heaths answer the key question of: How can we achieve transformative and lasting change in our organizations, our communities and our lives? Using brilliant research from the fields of psychology and sociology (as well as others) combined with interesting stories of truly amazing change, the authors reveal the key ingrethents to successful change efforts. In their study of dramatic change efforts, the Heaths discovered that successful changes follow a pattern. Switch is the outcome of their research.The Heaths contend that successful change efforts must manage the tensions between an individual's rational and emotional minds. The rational mind plans, deliberates and controls, while the emotional mind provides the drive, motivation and energy to achieve change through powerful emotions. If both minds are not engaged in change the effort is doomed. The key to change success is providing a framework of (1) clear direction, (2) motivation and, (3) shaping the situation by structuring an environment that makes it easier to change.Clear direction can be provided through focusing on the bright spots, scripting the few critical moves required for change and providing a compelling picture of the change destination. Bright spots are those individuals and situations that appear to be successfully exhibiting the desired change outcome. These bright spots can then be studied and emulated to achieve change in the broader context. Bright spots are discovered through answering the question: What's working and how can we do more of it?Scripting the critical moves is necessary to overcome analysis paralysis by focusing on the vital few new behaviors that will bring about lasting change. When situations are unclear, individuals will choose the status quo as the most comfortable path. Specific, concrete actions to achieve the desired goal are necessary to provide clarity and overcome resistance. The final element of clear direction is a compelling and vivid picture of the destination. This vivid picture creates both a powerful vision and motivation to achieve the change.This motivation represents the second element of the framework. Change doesn't happen via the ANALYZE-THINK-CHANGE approach but rather by the SEE-FEEL-CHANGE model. Individuals see the possibilities, feel motivated to change and then actually change their behaviors. …

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