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Original Essays | August 18, 2014

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Switch: Como Cambiar las Cosas Cuando Cambiar Es Dificil = Switch (Vintage Espanol)

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Switch: Como Cambiar las Cosas Cuando Cambiar Es Dificil = Switch (Vintage Espanol) Cover

 

Synopses & Reviews

Publisher Comments:

¿Por qué es tan difícil lograr cambios duraderos en nuestros trabajos, nuestras comunidades y nuestras propias vidas?

El obstáculo principal es un conflicto intrínsico en el cerebro, nos dicen Chip y Dan Heath, dos reconocidos especialistas en comportamiento organizacional. Los psicólogos han descubierto que la mente está gobernada por dos sistemas diferentes —la mente racional y la mente emocional— que compiten por el control. La mente racional quiere un cuerpo perfecto; la mente emocional quiere comerse esa galleta. La mente racional quiere cambiar el trabajo; la mente emocional ama la comodidad y la rutina. Esta tensión puede causar que muchos esfuerzos por cambiar fracasen, pero si se superan, el cambio puede llegar rápidamente.

En Switch, los hermanos Heath muestran cómo personas normales y corrientes han unido estas dos mentes, logrando espectaculares resultados:

 

·        La directora quien ayudó a Target, a pesar de ser una compañía minorista regional que facturaba tres billones de dólares, a convertirise en un gigante de más de 63 billones dólares.

 

·        La directora de servicios clínicos que, junto con su equipo de enfermeras, logró reducir drásticamente los errores en la administración de medicamentos en su hospital.

 

·        El director de atención al cliente que transformó a su compañía de una que ignoraba totalmente el servicio al cliente a ser una compañía definida por él.

 

En este convincente relato, los Heath reúnen décadas de investigación en los campos de psicología, sociología y negocios entre muchos otros, para explicar por qué cambiar es tan difícil y dar a conocer nuevas maneras de lograr cambios duraderos. Switch muestra que los cambios exitosos siguen un modelo, un modelo que puedes utilizar para lograr los cambios que tú quieras, tanto si tu interés se centra en cambiar el mundo como en cambiar tu cintura.

Synopsis:

Why is it so hard to make lasting changes in our work, in our communities, and in our own lives? Per Chip and Dan Heath, the primary obstacle is a conflict that’s hardwired into our minds. Psychologists have discovered that we are ruled by two competing thought patterns—the rational and the emotional.

The rational mind wants the perfect beach body; the emotional wants that Oreo cookie. The rational mind wants to change something at work; the emotional loves the comfort of the existing routine. This tension can doom an effort to change—but if it is overcome, change can come quickly. Engaging and informative, Switch demonstrates how everyday people have united both systems of thought and, as a result, achieved dramatic results.

About the Author

Chip Heath is the Thrive Foundation for Youth Professor of Organizational Behavior at Stan-ford University’s Graduate School of Business. Dan Heath is a consultant at the Aspen Institute. Together, they are the authors of the national bestseller Made to Stick: Why Some Ideas Survive and Others Die.

Product Details

ISBN:
9780307742353
Author:
Heath, Dan
Publisher:
Vintage Books USA
Author:
Heath, Chip
Subject:
General Business & Economics
Edition Description:
Trade paper
Series:
Vintage Espanol
Publication Date:
20110431
Binding:
TRADE PAPER
Grade Level:
General/trade
Language:
Spanish
Pages:
368
Dimensions:
8 x 5.18 x .71 in .54 lb

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Switch: Como Cambiar las Cosas Cuando Cambiar Es Dificil = Switch (Vintage Espanol) New Trade Paper
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Product details 368 pages Vintage Books USA - Spanish 9780307742353 Reviews:
"Synopsis" by , Why is it so hard to make lasting changes in our work, in our communities, and in our own lives? Per Chip and Dan Heath, the primary obstacle is a conflict that’s hardwired into our minds. Psychologists have discovered that we are ruled by two competing thought patterns—the rational and the emotional.

The rational mind wants the perfect beach body; the emotional wants that Oreo cookie. The rational mind wants to change something at work; the emotional loves the comfort of the existing routine. This tension can doom an effort to change—but if it is overcome, change can come quickly. Engaging and informative, Switch demonstrates how everyday people have united both systems of thought and, as a result, achieved dramatic results.

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