This book stands the test of time. Current findings in neuroscience, behavioral economics and decision science support Chip and Dan Heath’s advice about change management. The Heaths use a memorable metaphor – “the Elephant and the Rider” – to explain the need to appeal to emotions and logic in motivating change. The Elephant represents your feelings; the Rider is your rational thinking. Change advocates usually mistakenly focus only on rationality. The Heaths offer a series of manageable steps anyone can follow in a thoughtful process for getting your Elephant on board and clearing the path for both Rider and Elephant to make change happen. This classic is a perceptive and applicable guide to change management.
About the Authors
Professors Chip and Dan Heath consult and speak worldwide about the psychology of decision making, change, innovation and collaboration.
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