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Switch: How to Change Things When Change Is Hard Chip Heath, Dan Heath american revolutionary war and foretelling the futureFIRST EDITION. Hardcover in DJ in Good Condition. Ex Library Why 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