SWITCH by Chip & Dan Heath - HOW TO CHANGE THINGS WHEN CHANGE IS HARD.

Change can be hard due to the conflict between our emotional and rational minds. We'll show you how to use a 3-part framework to align the two minds and make a switch in any change situation, especially in helping your clients & prospects.

Executing change is like trying to get an elephant to move in a new direction. To make change easier, align the Rider and the Elephant, and make the new Path easier to take.

Using the 3-part framework with clients and prospects:

• Give precise direction
• Engage both rational & emotional sides of the brain
• Shape the path to change direction