Whether it's a diet or a job change - with "Switch," you not only solve problems in the short term but also achieve lasting success! Whether you want to quit smoking, stop eating fast food, or change jobs, everyone knows: it's not easy to turn changes and good intentions into reality and maintain them. The rational part of the brain knows that change is good - but the emotional part prefers to keep everything as it is. Therefore, ideally, both parts need to work together. Dan and Chip Heath have compiled surprisingly simple yet truly effective strategies in their book, based on years of research and practice, on how to outsmart the comfortable part of the brain. They demonstrate that anyone can implement a change of direction against natural resistance - both personally and professionally. "Switch" illustrates how and through what means a change can be made permanent.