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Switch How to Change Things When Change is Hard

Switch How to Change Things When Change is Hard

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Published by Nabill Idrisi

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Published by: Nabill Idrisi on Dec 25, 2010
Copyright:Attribution Non-commercial

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01/28/2015

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CHIP HEATH
Professor of Org Behavior atStanford Business School
Columnist for
Fast Company 
magazine
R
esearch focuses on whycertain ideas thrive, which wasthe topic of his and his brotherDans previous book,
M
ade toStick: Why Some Ideas Surviveand Others Die
D
AN HEATH
F
ellow at Duke Center forSocial Entrepreneurship andHarvard MBA
Also a
Fast Company 
columnist
Policy research experiencewith Harvard and the AspenInstitute
Has consulted with Microsoft,USAID, and American HeartAssociation, among others
 
Heath Brothers use the
R
ider/Elephantframework to describe our way of thinking and feeling
The metaphor was first introduced byJonathan Haidtin
he Happiness Hypothesis
The rider is more rational-thinker, whereasthe elephant is more emotional-feeler
The Heath Brothers argue that in order for anindividual or organization to change, the
R
ider& Elephant must work together

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