CHIPH EATH THE BESTSELLINGA UTHORS $26.00 Whyi si ts oh ardt om akel asting changeisn ocuorm paniienso ,u r communit,ai nedsi n oouwrn l ives? The primaroyb stacilsea conflict that's builitn too urb rains, saya nCdhD iapn Heath, autohfot rhsec riticaaclcllya imed bestseMllaedret oS ticPsky.c hologhiasvtes discovetrheadot u rm indsa rer ulebdy t wo different systermast-itohnmeai ln da nd thee motionmailn d-thacto mpetfeo rc on­ troTlh.e r atiomnianld wanat gsr eabte ach bodyt;h ee motionmailn dw ants that Oreo cookiTeh.e r ationmailn dw anttso c hange somethinagt work;t hee motional mind lovetsh ec omforotf t hee xistirnogu tine. Thist ensicoann d ooma c hangeeff ort-but ifi ti so vercomceh,a ngcea nc omeq uickly. InS witcthheH, e athssh owh owe veryday people---emplaonydem easn agerpsa,r ents andn urses-hauvnei tebdo thm indsa nda,s ar esulatc,h ievderda matriecs ults: • Thel owlmye dicailn ternwsh o managed tod efeaante ntrenchdeedc,a des-moelddi cal practitchea wta se ndangerpiantgi ents (see page2 42) • Theh ome-organigzuirnuwg h od eveloped a simpltee chniqfuoero vercomitnhged read ofh ousekeeping (s1e3e0 )p age • Them anagewrh otr ansformae lda ckadaisi­ calc ustomer-sutpepoarmit n tsoe rvizceea lots byre movinags tandatroodlo fc ustomseerr vice (sepea ge1 99) Ina c ompellisntgo,r y-drniavrerna ttihvee , Heathbsr intgo gethdeerc adeosfc ounterin­ tuitrievsee aricnph s ycholosgoyc,i oloagnyd, othefire ldtso s hedn ewl ighotn h oww e can (contoinbackn flaul!dp ) (ctoiunn.dfr ofrmo j/Anpt) effectt rafnosr maticvhea ngeS.w itschho ws thastu ccesscfhualn gefso lloaw p attearnp ,a t­ terny ou cant oum saek et hec hangetsh at mat­ tetro y ouw,h ethyeoru irn teriesis ntc hanging thew orlodr c hangiynogu rw aistline. CHIPH EATHi sa profesasto r the Graduate SchooolfB usineastsS tanford UnivHee rsity. liveisnL osG atosC,a lifornDiAa.NH EATHis a seniofre lloawt D ukeU niversiCteyn'tse r fort heA dvancemeonftS ocial Entrepreneur­ shi(pC ASE). Prevhieow uassla y r,e searcher andc asew ritaetr HarvBaursdi neSscsh ool, asw elals t hec ofoundoefar c olletgeex tbook publishfiirnmg c alleTdh inkwelDlan. lives inR aleigNho,r tCha roliTnhae.H eatbhr oth­ ers wraim toen thly coflourFm na sCto mpany magazine. www.heathbrothers.com Alsaov ailaasba lnee B ooakn do na udio froRma ndoHmo use Jackdeels iwg.nG :.C OOKMAN JackpehtO iogrJapEhF: FCROEOYL IDGE/IMGAEGETST Y AMY Authorp horrlolipgh: SURDACKI BroadwBaoyo ks NewY ork2/·1 0 'NWW .broadwaybusinessbooks.com Printientd h eU .S.A. SWITCH HOW TO CHANGE THNIGS WHEN CHANGE IS HARQ CHIPH EATHa ndD AN HEATH BrowaadyB ooks NewY ork Copyri©gh t2 010b yC hipH eatahn dD anH eath Allr ighrtess erved. Publisihnet dh eU niteSdt atbeysB roadwBaoyo ksan,i mprionftt h e CrownP ublishGirnogu pa,d ivisoifoRa nn domH ouseI,n cN.e,w Y ork. www .crownpublishing.com BROADWAY BOOKS andt heB roadwBaoyo ksc olophareo nt rademarks ofRan dom HouseI,n c. LibraoryfC ongreCsast aloging-in-PuDbaltiac ation HeathC,h ip. Swit:c hhowt oc hangteh inwghse nc hangiesh ar/dC hipH eatahn dD an Heath.-elds.t l.C hang(eP sycholIo.Hg eya)t hDa,n ,1 973-11. Title. BF637.C443H201O 303.4-dc22 2009027814 ISBN9 78-0-385-52875-7 Printientd h eU niteSdt atoefAs m erica 109 8 7 6 5 4 3 2 1 FirEsdti tion Cotnents 1T.h rSeuer prAibsoeuCsth ang1e DIRECTT HE RIDER 2.F intdh Ber igShpto t2s7 3S.c rtihpCetr itMiocvaels 4 9 4.P oitnott h Dee stina7t3i on MOTIVATET HEE LEPHANT 5.F ind Fteheel i1n10g 6S.h ritnhkCe h ange14 2 7.G roYwo uPre opl1e94 SHAPE THEP ATH 8T.w eatkh Een vnimreont1 97 9.Bu iHladb it2s0 3 1.0R altlhyHe e rd2 25 11K.e etph Sew itGcohi ng2 50 Howt oM akaeS witc2h5 9 OvercoOmbisntga c2l6e1s NexStt ep2s6 5 RecommendfaotArid odnist iRoenaadli n26g7 Notes26 9 Acnkowledgme2n9t3s Inde2x9 5 1 ThreSeu rpriAsbeosu Cth ange 1. OneS aturidan2y 0 0s0o,m eu nsuspecmtoivnige gosehrosw ed upa ta s uburbtahne aitneC rh icatgooc atcah 1: 0p5. mm.a ti­ neeo fM elG ibsoanc'tsif olniP cyakb aTchkewy.e rhea ndeasd o ft drinakn da frebeu ckeotfp opcoarnnd w eraes ketdos tick arouanftde trh meo viteoa nswaef re wq uestionst hacebo onu­t cesssitoann Tdh.e smeo vifea nwse ruen wittpianrgt iciipnaa nts studoyfi rratieoantaiblne gh avior. Therwea ss omethuinnug suaablo utth ep opcotrhne rye ­ ceivIetwd a.s w retchIenfd a.c itth, a db eecna refuelnlgyi neered tob ew retchIethd a.db eepno ppefdi vdea yesa rlainedwr a ss o stalei tst qhuaeta kwehde ny oua tiet O.n em oviegoer later com­ paredt oSi tty rofpoaacmk ipnega nuatnsdt, w oo thefrosr,g etting thatth ey'd retcheepi ovpecdo rfno rf ree, demtahnedierd monebya ck. Someo ft hem gotf rtepheoe picro irnna m edium-bsuiczkee t, 2 ThreeS urpriseAsbo utC hange ando thegrosta l arbguec ket-stohreot fh ugteu bt halto oks likietm ighotn chea vbee eann a bove-grsowuinmdm ipnogo l. Every pgeoratsb ounc kseott herbee'n don eetdo s harTeh.er e­ searchreerssp onsfiobtrlh ee stwuedryie n tereisnta s eidm ple questWioounl:d t hpee opwliet bhi ggbeurc keetasmt o re? Botbhu ckewtesr seo b itgh anto noef t hmeo viegoceorusl d finisthh eiinrd ivipdouratli oSnots h.ea cturaels eaqrucehs tion wasa bimto res peciWfoiucl:ds omebowdiyt ah l argienre x­ haustisbulpep olyfp opcoerantm oret hasno meonwei tah smallienre xhausstuipbplley ? Thes nearkeys earwcehiegrhste hdbe u ckebtesf oarneda fter thmeo viseo,t hewye raeb lteom easure prheocwmi uscehpl oyp ­ corena cphe rsaotneT .h er esuwletrsse t unning: wiPtethoh pel e larbguec keatts5e 3p ercemnotr ep opcotrhna pne opwliet thh e medium sizet.h eeTq huaitv'asol fe1 n37tm orec alorainedas p ­ proxima2t1ee lxyt hraan d-diinptsto h beu cket. BriaWna nsintkh,ea uthoofrt hes tudryu,n tsh eF ooda nd BranLda ba tC ornell Uniavnedhr eds eistcyr,i tbhered e suilnt s hibso oMk idnlEeastsi "nWge:' rveu no thepro pcosrtnu diaensd, three suwletrse altwhaseya sm eh,o wevweert weaktehdde e tails. Itd idnm'att tiefor u rm oviegoweerrisen P ennsylvIalnliian,o is, orI owaa,n di td idnm'att twehra kti nodf m oviwea ss howianlgl; ofo ur popsctourdnil eedst ot hes amce onclusPieoonp.el aet morew heny oug ivteh emab iggceorn taiPneerri.o d." No othetrh eoerxyp latihnebs e havTihoers.pe e opwleer en't eatifnogpr l eas(uTrhepe.o pcowranss os tailtse q ueakTehde!y) werend'rti vbeyna d esitrofe i nitshhe piorr ti(oBno.tb hu ckets werteo ob itgo f iniIsthd .i)d nm'att twehre thtehre wye rheu ngry or fuTlhlee. q uatiisuo nny ieldBiingggec:ro ntai= mnoerree a ting. Besotf aplelo,p rleef ustoe bde lietvheer esulAftters .t he moviteh,re e seartcohletdrh sme o viegoaebrosut th tew ob ucket sizaensdt hfei ndionftg hse piarsr te seaTrhcehr .e searacshkeerds,