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Switch - Dan&Chip Heath (Direct The Rider (Follow the Bright Spots…
Switch - Dan&Chip Heath
Direct The Rider
Follow the Bright Spots
Investigate what’s working and clone it. [Jerry
Sternin in Vietnam, solutions-focused therapy]
Point to The Destination
Change is easier when you know where you’re
going and why it’s worth it. [“You’ll be third graders soon,” “No dry holes” at BP]
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Motivate the Elephant
Find The Feeling
Knowing something isn’t enough to cause change. Make people feel something. [Piling gloves on the table, the chemotherapy video game, Robyn Waters’s demos at Target]
Shrink the Change
Break down the change until it no longer spooks the Elephant. [The 5-Minute Room Rescue, procurement reform, 2-stamped fidelity cards]
Grow the People
Cultivate a sense of identity and instill the growth mindset. [Brasilata’s “inventors,” junior-high math kids’ turnaround, Foot In The Door]
Shape the Path
Tweak the Environment
When the situation changes, the behavior
changes. So change the situation. [Throwing out the phone system at Rackspace,
1-Click ordering, simplifying the online time sheet]
Build Habits
When behavior is habitual, it’s “free”—it doesn’t tax the Rider.
Look for ways to encourage habits. [Setting “action triggers,” eating two bowls of
soup while dieting, using checklists]
Rally The Herd
Behavior is contagious. Help it spread. [“Fataki” in Tanzania,
“free spaces” in hospitals, seeding the tip jar]