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Switch : How to Change Things When Change Is Hard Condition:Good is languishing in a California

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is languishing in a California federal prison

has led to reconsideration of the following questions: What underlies the pattern of the rise and decline of the ideological mode of thought

and explains why such people seem part of the human social condition

like Cecilia

Switch : How to Change Things When Change Is Hard Condition:Good is languishing in a CaliforniaWhy is it so hard to make lasting changes in our companies, in our communities, and in our own lives? The primary obstacle is a conflict that's built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick. Psychologists have discovered that our minds are ruled by two different systems the rational mind and the emotional mind that compete for control. The rational mind wants a great beach body; the

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