How do you convince someone to change?

Whether you’re trying to get a team at work to change from Microsoft Office to Google Suite or trying to get your child to eliminate a bad habit, remember the people you want to change have two selves: a Rational self and an emotional self.

The rational self is like a rider on top of a six‐ton elephant. The rational rider (the part that believes it “should” change) is at the mercy of the emotional elephant (the part that “doesn’t feel like” changing). If you’ve tried to start a new exercise habit but quit after three weeks because you don’t feel like going to the gym, you’ve felt the power of the elephant.

To convince someone to change their behavior, you need to do more than make a rational argument for change (i.e., convince the rider to change); you must motivate their inner emotional elephant to embrace change.

Switch examines why it is often difficult for people to Switch their behavior, and how, by understanding the mind, it is possible to find shortcuts that make change easier. Through scientific studies and anecdotes, Switch provides simple yet effective tools for implementing changes.

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