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Switch: How to Change Things When Change Is Hard Agatha Award Nominee for Best Nonfiction Book (2013) a growing number of undeniably

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a growing number of undeniably great companies have rejected the pressure of endless growth to focus on more satisfying business goals

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Switch: How to Change Things When Change Is Hard Agatha Award Nominee for Best Nonfiction Book (2013) a growing number of undeniablyWhy is it so hard to make lasting changes in our companies, in our communities, and in our own lives? The primary obstacle is a conflict that's built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick. Psychologists have discovered that our minds are ruled by two different systems the rational mind and the emotional mind that compete for control. The rational mind wants a great beach body; the

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