Authors: Chip and Dan Heath
Who should read it: Entrepreneurs, Marketers, Managers, Educators, Parents
The following review also appeared on Venturebeat's Entrepreneur Corner.
One of the biggest challenges entrepreneurs have is managing change – for prospects, customers and employees. Using research studies and integrating ideas from top authors with related insights, the Heath brothers, authors of the best-selling “Made to Stick,” have woven a concise, actionable formula for managing change and illustrated it with real life stories to drive the message home. It’s simple and powerful.
“Switch” addresses two parts of the decision-making process: analytical and emotional (the Rider and the Elephant). It’s a good way to understand why people behave as they do, address both parts of the process and achieve change