Heath, Chip and Dan (2010) Switch: How to Change Things When Change Is Hard. New York: Broadway Books.
The Heath brothers (authors of Made to Stick) have done it again. They’ve written an entertaining book filled with important and practical insights. This book is about how to create shifts in behavior, especially when you or others have resisted them in the past. They use a metaphor for the parts of our brain: the rider and the elephant. When the rider and the elephant are aligned, things go great but what happens when the rider is confused or the elephant is spooked?